A new ad for the EuroMillions lottery draw, created by the French lottery Française des Jeux, aims to take a more "modern and emotional" look at what it means to win big.
Created by agency Romance, the spot sees a group of young friends hanging out by a lake and bantering about what they would do if they won 130 million euros on the lottery, as they've just heard the news that someone has done. Some of their dreams are practical—like getting a new dishwasher—and some are romantic, with one guy wanting to marry his girlfriend "on every planet" and name a flower after her. Others propose giving half to charity or planting lots of trees. In a great twist, however, one friend, who's kept very quiet, has a surprising take on the whole matter—it turns out he has more to share with this friends than just his "dreams."
Directed with a naturalistic authenticity by Katia Lewkowicz at Grand Bazar, it's a surprisingly moving film (though we wonder just how the practicalities are going to work out with this idealistic lot in the future (and, in that context, it kind of reminds us of a classic episode of "Friends"—"The One With the Lottery").
According to the brand, the campaign aims to reposition EuroMillions and "build a new communication territory centered on the value of sharing, in a context where French people are no longer dreaming of just amassing money, preferring instead to give more meaning to what they consume." The film will be accompanied by an outdoor campaign, posing questions such as “What life will you change after your own?” and “Who will you share it with?”
"For this EuroMillions relaunch campaign, we wanted to awaken the emotional dimension of the game, of winning and of the dreams you share with your friends and family," said Française des Jeux Chief Marketing & Digital Officer Cécile Lagé in a statement.
"In order to build loyalty among current players and recruit new ones, we had to give the brand a new status and tell a story bigger than money," added Christophe Lichtenstein, president of Romance.