This ad about a struggling fisherman and his family may tear your guts apart

First work for U.K. National Lottery by Adam&Eve/DDB introduces strapline 'Amazing Starts here'

Published On
Sep 19, 2018

Editor's Pick

You might be surprised when you discover the client behind this gut-wrenching ad, about a struggling fisherman's return home to his family after spending many weeks at sea. 

Created out of Adam&Eve/DDB and directed by Mark Molloy at Smuggler, it shows the father setting off for a long stint in the water, leaving his wife alone to cope with their young children. Her life looking after the kids in rainy Scotland is contrasted with his hard work aboard ship. At one point we see her at a news shop, purchasing supplies and a lottery ticket. When the shopkeeper asks if she's heard from her husband, her reply is equivocal. Then we see her clearing out their home and leaving. The fisherman then returns to a forebodingly empty house--but it's not for the reason you think.

The ending reveals that the spot is for the U.K. National Lottery, which is moving away from humor in favor of a new, more emotional approach. It's the first work for lottery operator Camelot by Adam&Eve/DDB, which won the business from AMV BBDO last year. AMV BBDO's recent work had featured celebrities people love to hate, for example Piers Morgan, winning the lottery with the hashtag #PleaseNotThem.

The new, heartstring-tugging approach reflects some of the lottery work we've seen from Europe in recent years--in particular the award-winning Spanish ad "Justino" which won a Cyber Grand Prix at Cannes. The campaign introduces a new tagline, "Amazing Starts Here," and aims to establish the lottery as something that everyone in the country can feel great about, from the prizewinners to the charities that benefit. Further National Lottery ads will air later this year, and the campaign will also encompass digital, social, print, cinema and radio activity with the tagline also being rolled out across all National Lottery touchpoints, from tickets and Scratchcards, through to winning checks.

Sam LeCoeur, managing partner at Adam&Eve/DDB, says in a statement: “The moment we started working with Camelot, our shared ambition was simple: to build a new emotional relationship with our audience that shows the amazing things that can happen for families, communities and the nation, as a result of simply buying a National Lottery ticket.’’


Sep 19, 2018
Head of Brand Marketing :
Hayley Stringfellow
Group Executive Creative Director :
Ben Tollett
Chief Creative Officer :
Richard Brim
Deputy Executive Creative Director :
Antony Nelson
Copywriter :
Andy McAnaney
Art Director :
Christian Sewell
Agency Producer :
Sian Parker
Chief Strategy Officer :
David Golding
Planning Director :
Hannah Mackenzie
Planning Director :
Thomas Keane
Managing Partner :
Sam LeCoeur
Business Director :
Sarah Kay
Account Director :
Loella Bowles
Account Manager :
Ashley Lewis
Account Executive :
Frankie Cuffaro
Media Agency :
Production Company :
Executive Producer :
Fergus Brown
Producer :
Director :
Director of Photography :
Steve Annis
Editing Company :
Editor :
Paul Watts
Post Production :
Post Producer :
VFX Shoot Attend :
Timo Huber
VFX Lead :
Colorist :
Tom Poole
Color Company :
Music Supervisor :
Toby Williams
Music Supervisor :
Codie Childs
Music Company :
Leland Music
Audio Post Production :
Sam Ashwell
Audio Post Production :
Soundtrack Name :
Composer :
Luca D’Alberto

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