The National Lottery is celebrating the different ways that adults come together to play games with a new campaign film for its Scratchcard offering.
Crafted by London agency VCCP, ‘Add Some Play’ illustrates the “fun, interactive role” that the National Lottery hopes Scratchcards can play in real-world social moments.
Depicting a group of adult friends engaging in a game of ‘Scratchcard Scavenger Hunt’, the film marks the latest instalment in the lottery’s ‘Add Some Play’ brand platform.
“Scratchcards have always been a bit of quiet fun – we saw an opportunity to show how they can bring a bit of joy to everyday social moments too,” said Ben Brown, head of media and channel activation at National Lottery operator Allwyn.
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“‘Add Some Play’ is all about adding some play to everyday moments, with this instalment putting a game of ‘Scratchcard Scavenger Hunt’ at the centre of a summer getaway with friends.”
Directed by Ben Taylor through MindsEye films, the spot will run across TV and social media, supported by retail and digital out-of-home executions. Media planning and buying was handled by Hearts & Science.
Darren Bailes, global CCO at VCCP added: “We wanted to take the joy of Scratchcards and inject it into real, spontaneous moments – on a weekend away with mates, at bingo with friends.
“It’s a light-hearted campaign with real warmth, all about showing how a simple idea can create a spark of connection.”
