A father and son relive an epic vacation in this lottery holiday ad

Dutch State Lottery campaign from TBWA\Neboko centers on human generosity

Published On
Dec 13, 2022

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Over the past few years we've seen a series of heartwarming ads from the Dutch State Lottery promoting its New Year's Eve draw; often a tear-jerking story about an adorable animal and its kind-hearted owner/rescuer, meant to illustrate that there's more to life than winning a big prize. This year's story is a little different; there's an animal involved, but the main thrust of the tale is the generosity of a son towards his father.

The spot, by TBWA\Neboko, sees a middle-aged man taking his aging father out of a retirement home and on the trip of a lifetime after he tells the old man he has won the lottery. Reliving a previous vacation in Lapland, they go for a ride with the old man's beloved huskies. When they return, though, there's the inevitable twist—the son lets slip that he hasn't actually won the lottery after all, he's just holding a ticket.

“In the New Year’s campaigns, we always try to push the message that 30 million euros is the second-most beautiful prize and that some things in life are more valuable,” said Patritia Pahladsingh, managing director TBWA\Neboko, in a statement. “With this story, we want to inspire people to not procrastinate great plans until the day they win the lottery, but to do it right now. A disruptive thought for a lottery campaign that aims to move people and inspire.”

The spot is set to an original song written and sung by Jacqueline Goavert, lead singer of the Dutch band Krezip, and it was directed by Ismael of Pink Rabbit. It launched this weekend on all Dutch TV channels and will roll out on social media, online, radio, out-of-home, and retail channels where New Year's Eve lottery tickets are sold until the draw on Dec. 31.