Former CNN presenter, tabloid editor and "Britain's Got Talent" judge Piers Morgan is a figure Brits love to hate, but he gamely makes fun of himself in this spot for the U.K. lottery operator Camelot.
The Lotto's latest campaign takes a new tack: play the Lotto to prevent other people (like Morgan) from winning, using the tagline / hashtag "#PleaseNotThem."
In the spot, we see Morgan making plans for his own theme park - Piers's Pier -- which looks set to blight a coastal town with his image on rollercoasters, spinning teacups and more. The whole thing is done in a semi-serious, documentary style which might even get some viewers spilling their tea in horror, until the final frames, when they are urged to prevent Morgan from getting the lottery win he needs to open the park.
AMV BBDO created the campaign, which will also involve another spot featuring celebrity and former glamour model Katie Price (an infamous self-publicist) who apparently wants to create her own TV channel featuring herself in every show.