A woman imagines her family's reaction to her lottery win in Euromillions ad

Latest spot from French agency Romance and director Katia Lewkowicz continues emphasis on sharing

Published On
Jan 13, 2022

Editor's Pick

Since 2020, French agency Romance's ads for the Euromillions European lottery have concentrated on the joy of sharing a win rather than selfishly keeping it for personal gain. Together with director Katia Lewkowicz at Grand Bazaar, the campaign has tried to bring a more emotive and modern storytelling approach to the excitement of a lottery win. A previous ad, for example, imagined a group of friends sharing the jackpot.

The newest addition to the campaign takes a similar approach, but with a family. It's cleverly relayed via the thoughts of the protagonist, a young woman imagining how her loved ones will react at a family dinner, where's she's nervously about to announce the news of her lottery win—and that she's sharing it with them.

She anticipates that her uncle will be able to sleep at night, her aunty will start making a list, her dad will ask why aren't they in Tahiti already and Grandma will ask her how much the win is worth in Francs. It's warm, witty copywriting enabling the viewer to share her excitement and anticipation without us ever actually seeing the announcement. 

 

Credits

Date
Jan 13, 2022
Client :
EuroMillions
Agency :
Romance
Deputy Managing Director :
Cécile Lagé
Deputy Managing Director :
Cédtric Breton
Commincation & POS Animation Manager :
Julie Mulliez
Brand & Communication Manager :
Fiona Renaud
Advertising & Media Officer :
Sonny Garcia
CEO :
Christophe Lichtenstein
Executive Creative Director :
Alexandre Herve
Creative Director and Copywriter :
Philippe Pinel
Associate Director :
Stephanie Leray
Account Director :
Alicia Mancone
Art Director :
Julien Rézette
Art Director :
Valentine Venzo
Project Manager :
Mathilde Cuveillier
Strategy Planner :
Benoit Clavé
TV Producer :
Emilie Talpaert
TV Production Assistant :
Mahe Parisse
Production Company :
Grand Bazar
Director :
Katia Lewkowicz
Producer :
Juliette Desmarescaux
Sound :
Schmooze

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