The Spanish Lottery is promoting the idea of buying a shared ticket as a holiday gift this year with a series of four short films, each of which centers on the connection between two characters as they bond over a ticket.
Spain's State Lottery has become a serious contender in the holiday ad stakes since 2015's "Justino," an animated tale via Leo Burnett Madrid that won multiple awards including a Grand Prix at Cannes. Other campaigns have included a 2017 ad that featured a beautiful alien.
Last year, Contrapunto BBDO took over the account from Leo Burnett Madrid, but the emotive storytelling remains intact in this year's 90-second films. All are heartfelt little dramas in themselves, directed by top Spanish directors such as Rafael López Saubidet, Andrés Salmoyraghi and Augusto Zapiola and featuring nuanced performances by several actors well-known from Spanish film, theater and TV.
In one, seen above, a father isn't keen to let his daughter's relatively new boyfriend in on the shared family lottery ticket, but changes his mind at the last minute during a family dinner.
Another depicts a factory owner and his daughter, to whom he's handing over the business reluctantly, presenting him with a ticket. There's also a nurse who persuades a sick woman in the hospital who can't face the idea of planning for the future to share a ticket, and a father who visits his son's estranged wife to say that he doesn't want to leave her out of a family gift. All the stories are moving in their own way, and while adhering to the campaign theme of the "lottery that brings us together," they don't ram it down your throat.
The TV and cinema films are accompanied by a wider campaign comprising OOH, poster, radio and digital films.