Emotion Replaces Humor In UK Lottery's New Gut-Wrenching Commercial

Just released today, this ad is a new way of looking at promoting winning the lottery for Camelot, the organisation which runs the UK National Lottery.

Sam LeCoeur, managing partner at Adam&Eve/DDB which made the 2-minute commercial, says in a statement: “The moment we started working with Camelot, our shared ambition was simple: to build a new emotional relationship with our audience that shows the amazing things that can happen for families, communities and the nation, as a result of simply buying a National Lottery ticket.’’

Watch and see if you agree.