‘IT COULD BE YOU’ – NEW NATIONAL LOTTERY AD CAMPAIGN FROM CAMELOT LETS NATION KNOW THAT IT STILL COULD BE THEM

NEW CAMPAIGN REIMAGINES ICONIC ‘IT COULD BE YOU’ STRAPLINE WITH GIANT LOTTO BALLS TO REMIND THE NATION THAT ANYONE HAS THE CHANCE TO WIN 

Camelot is launching a brand new National Lottery advertising campaign for its flagship Lotto game to remind players that ‘It Could Be You’. Taking its inspiration from the original National Lottery campaign of the same name and, with the help of oversized lottery balls, it aims to tell the nation that their numbers are coming for them.

Running across TV, Radio (including Spotify), Digital and OOH, the campaign launches on Friday (19 June) with 30” spots during the Premier League match between Tottenham v Man Utd, and with further spots planned during Bake Off the Professionals, Vera, Celebrity Chase, Love Island Australia and the Premier League match between Everton v Liverpool. 

Closing with the famous line ‘It Could Be You’, the TV advert features giant Lotto balls rolling into action – travelling the length and breadth of the UK to seek out National Lottery winners, who are surprised to discover that it is them. This includes a dog-walker who is serenaded by the colourful Lotto balls, and unsuspecting builders who see them bouncing around their site.

The campaign will also run nationwide across radio, including Spotify – very much taking ‘It Could Be You’ into the 21st century – and, in a first for Camelot, will feature personalised scripts for different music genres. Certain Spotify listeners of Hip Hop, Pop and Rock playlists will hear bespoke ‘It Could Be You’ adverts.

Keith Moor, Chief Marketing Officer at Camelot, said: “Our new ad campaign for Lotto is inspired by the iconic tagline that sums up what playing The National Lottery is about – anyone who buys a Lotto ticket has the chance to win, so it really could be you. 

“Capturing the imagination of the nation, ‘It Could Be You’ still resonates with players today. This time around, we’ve brought it in line with our wider ‘Your numbers make amazing happen’ brand campaign – that’s why, instead of a pointing finger selecting winners, we have giant Lotto balls tracking down lucky players. 

“We’re also tailoring content on Spotify to three different listening audiences, which is something we haven’t done before – so we’re excited to see the results of that.

“All in all, we’re thrilled to be recapturing a much-loved National Lottery campaign and bringing a bit of fun to TV screens across the UK. It will help to ensure we continue to raise more than £30M each and every week for Good Causes projects across the UK – which is even more important in the current climate.”

The TV ad was created by adam&eveDDB, with media planning and buying done by Vizeum. To celebrate the new campaign, a special £15 million Lotto ‘Must Be Won’ draw will take place on Saturday, 27 June.

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For further information, please contact:

Camelot Press Office: 020 7632 5711

Notes to Editors: 

• Camelot UK Lotteries Limited is the licensed operator of The National Lottery® and is committed to raising money for National Lottery Good Causes designated by Parliament. Camelot is not responsible for distributing or awarding these funds.
•  On average, Camelot generates over £30 million each week for National Lottery-funded projects. In total, over £41 billion has now been raised and more than 565,000 individual grants have been made across the UK – the equivalent of more than 200 lottery grants in every UK postcode district.
•  The National Lottery has so far awarded over £75 billion in prizes and created more than 5,700 millionaires or multi-millionaires since its launch in 1994.
• Camelot runs one of the most cost-efficient major lotteries in Europe, with around 4% of total sales revenue spent on operating costs.The UK National Lottery is ranked just 59th in the world in terms of per capita spend, despite being the fifth largest lottery in the world by sales – underlining Camelot’s strategy to encourage lots of people to play but to only spend relatively small amounts (Source: La Fleur’s 2020 World Lottery Almanac).
• With over 7.5 million active registered players, national-lottery.co.uk is Europe’s largest online lottery in terms of sales and one of the top e-commerce sites in the UK.
• For further information on Camelot, The National Lottery and its games, please visit: www.camelotgroup.co.uk and www.national-lottery.co.uk.
• Players of all National Lottery games must be aged 16 or over.

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James McGrath

Communications Manager

M: 07968 939372 W: www.camelotgroup.co.uk