Camelot says “Play Makes It Possible”
The advert is set to a poem by renowned writer Simon Armitage, the language of which creates images of typical lottery win purchases such as “a brand new home” and “a new set of wheels”.
However, the images featured in the advert itself represent the type of purchases that the National Lottery money has funded, such as new wheelchairs for disabled basketball players and a new scout hut.
Sally Cowdry, Camelot’s marketing and consumer director, said: "This over-arching strategic campaign brings together the two fundamental elements of why the National Lottery exists – to week in, week out, create millions of winners and deliver millions to support National Lottery projects, which benefit the whole of the UK. The simple and emotive truth behind both is that ‘Play Makes It Possible’.
“Knowing about National Lottery projects promotes positivity and has a direct impact on players’ participation in our games, so our new campaign looks to irrevocably bring the two together."
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