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
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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