LoterÃas y Apuestas del Estado, Spain's State Lottery, gave John Lewis a run for its money last Christmas with "Justino," a touching animated campaign that went on to win multiple awards (including a Cyber Grand Prix at Cannes).
This year, the advertiser and agency, Leo Burnett Madrid, have followed it up with a live-action tale, also about an unlikely lottery winner -- except this time she hasn't actually won.
The story centers on Carmina, a retired teacher and grandmother who mistakenly believes she's won the lottery after watching a broadcast on TV of last year's lottery draw. Her family and friends haven't the heart to tell her that she got the day wrong (it's Dec. 21, not Dec. 22 whent the actual draw takes place). So, they set about making her dream seem real, involving the whole town in a celebration of her win that brings joy to everybody.
Of course, you might be thinking at this point that Carmina is going to be seriously let down at some point -- but the twist in the tale is that she's so happy at everyone sharing in her good fortune, she gives the ticket away.
The spot, directed by Santiago Zannou, will run online in its full four minutes and 45 seconds, as well as a three-and-a-half-minute TV version and 60- and 30-second trailers in Spain.