The National Lottery

A Train Journey Turns Into A Love Story In A Charming Xmas Ad For The National Lottery

Created by adam&eveDDB, the ‘Christmas Love Story’ campaign has been directed by Oscar-winner Tom Hooper

By Creative Salon

The National Lottery is inviting the whole nation to come together and imagine the joy of winning big this festive season, with an integrated campaign created by adam&eveDDB for National Lottery operator Camelot.

The launch ad, ‘Christmas Love Story’ directed by Oscar-winner Tom Hooper, breaks this Sunday (20 November). The ad is set to a new arrangement of George Michael’s ‘Faith,’ performed by artist Sleeping At Last. The full length, three-and-a-half minute commercial will appear in cinemas, with cutdowns appearing online and on TV.

The ad begins with a chance encounter between two people who meet on a train and hastily exchange a phone number on the back of a National Lottery ticket. When the girl realises the number is smudged, we are left willing the pair to come back together. With the news of an unclaimed winning lottery ticket, the tension mounts. Ultimately, the couple reunite, lucky in love and the lottery, making this Christmas a truly magical one. The ad encourages the public to take a chance and believe in the magic of hope and possibility this Christmas.

The ad brings Tom Hooper, director of The King’s Speech and Les Misérables, and the National Lottery full circle – as the film for which he won his best director Oscar, The King’s Speech, received National Lottery Good Cause funding through the British Film Institute.

The ‘Christmas Love Story’ film is supported by a fully integrated multi-media channel campaign, including a real life experience that invites the public to get involved. Special photo booths, placed at chosen train stations across the UK, will invite passers by to have their photo taken and see it projected on nearby digital OOH space.

Camelot executive director, Matt Ridsdale,said: “The National Lottery is a uniting force for good in the UK – with players raising over £30 million every week for Good Causes. This latest campaign is all about The National Lottery’s ambition to bring people together. It also taps into the feelings of hope and possibility that we collectively experience at Christmas, showing that it’s always worth taking a chance to win big.”

Ben Tollett, group executive creative director, adam&eveDDB said: “At a time when the nation needs some magic in the air, we wanted to create a larger than life story about the lottery and true love – two games of chance that make the perfect subject for a Christmas romantic comedy.”

In addition to TV and digital OOH, the campaign will run across social, radio, OOH, retail, press and will be complemented by integrated creative for all individual Lotto, EuroMillions and festive Scratchcards games.

To enable people to come together with their friends and family this Christmas, The National Lottery will also be launching a unique offer for players as part of the campaign. More details will become available soon on how players will be able to access a special experience for free this Christmas.


Client: Camelot

Brand: The National Lottery

Project/Campaign name:

Client: Executive Director - Matt Ridsdale;

Head of Marketing Communication - Anna McInally;

Marketing Manager - Sophie Morgan;

Brand Manager - Lauren Pinkus;

Brand Manager - Jayna Bacchus;

Assistant Brand Manager - Lucie Pelaez;

Campaign Planning Manager - Natalie Littlechild

Group Executive Creative Director: Ben Tollett

Chief Creative Officer: Richard Brim

Creatives: Forrest Clancy; Jay Parekh

Agency producers: Nikki Cramphorn; Tristan Baker

CEO: Tammy Einav

Managing Partner: Sam LeCoeur

Business Director: Fay Taylor

Account Director: Tejen Shah

Account Managers: Zahra Ahmed

Global planning partner: Heather Alderson

Planning directors: Stuart Williams, Róisín Mulroney

Senior project manager: Amy Waldman

Project manager: Caitlin Fletcher

Designer: Scott Silvey

Agency legal counsel: Tom Campbell

Media agency: Dentsu

Media planners: Niall McEvoy; Dominic Sadler; Sarah Francis

Production company: Smuggler

Director: Tom Hooper

Executive Producer: Fergus Brown

Producer: Nick Sutherland-Dodd

Cinematographer: Steve Annis

Casting: Dan Hubbard Casting & Beast Casting

Editing Company: The Whitehouse

Editor: Russell Icke

Editor Asst: Steven Waltham

Post Production: Framestore

Post Producer Alexia Paterson

VFX Supervisor: Pedro Sabrosa

2D Supervisor: Ben Taylor

Colourist: Simon Bourne @ Company 3

Music Written / Composed by George Michael

Arranged & Performed by Sleeping At Last

Additional Orchestration: Chris White

Produced & Supervised by Siân Rogers @ SIREN

Label: Music Alternatives

Publisher: Warner/Chappell

Audio Post Production: Sam Ashwell @ 750


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