Running across TV, VoD, digital, OOH, radio, social and in-store POS, the campaign breaks tomorrow (24 January) with an explosive orange theme and the tagline ‘Get more than you expected’.

The 30-second TV spot showcases a couple’s amazement when, after spilling a handful of coins down the sofa, they retrieve various luxury items from down the back of the cushions – skis, a priceless painting, even a goose which lays golden eggs!

David Connelly, EuroMillions Marketing Manager at Camelot, said: "We're really excited to launch this brand new campaign that we created in partnership with AMV. The ads are fun and innovative, matching our brand new EuroMillions HotPicks game."

The campaign will also be complemented by a partnership with Channel 4, with an exclusive advert featuring comedian Joe Wilkinson and Countdown’s Rachel Riley launching on Friday (26 January).

Tickets for the new EuroMillions HotPicks game go on sale on Thursday (25 January) – with the first game taking place on Friday (26 January).