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.