The People’s Postcode Lottery has enlisted actor and comedian Tom Allen for a new primetime TV campaign with spots breaking across Sky Sports’ flagship football coverage.
Developed by the lottery’s in-house creative team and produced by The Gate, the 60-second hero film sees Allen delivering the ‘good news’ to the people of Britain about how easy it is to play People’s Postcode Lottery and enter its £18.5 million draw.
Performed in typically flamboyant fashion, the creative features Allen sporting a sumptuous crimson red three-piece, riding up and down the country in a retro-branded 1949 Morris JE electric van.
“This campaign is a massive move forward for us as a brand and I am incredibly proud of the work and the effort from the entire team,” said People’s Postcode Lottery head of creative, Mark Harrison.
“With Tom on board and our creative platform in place, we’re well-positioned to achieve our ambitious goals throughout the remainder of 2024.”
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Directed by The Gate’s LA based director Vincent Peone, the TV creative will be supported by video on-demand, out-of-home, radio, social media and direct mail executions. Media planning and buying was handled by The7stars.
People’s Postcode Lottery head of marketing, Anna Russell added: “While People’s Postcode Lottery is well known, it is not always well understood, especially the scale of the good enabled for charities and good causes thanks to our players.”
“We’ve focused our strategy on building understanding of People’s Postcode Lottery and how it works, using Tom’s wit and warmth to break down comprehension barriers in high dwell time environments across AV, OOH and social. We hope people enjoy seeing it as much as we enjoyed creating it.”
