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AMV BBDO Creates New EuroMillions Campaign For Camelot

Humorous take on ‘everyday’ niggles faced by not-so-average multi-millionaires

AMV BBDO Creates New EuroMillions Campaign For Camelot

As the world’s most successful multinational lottery, EuroMillions plays a vital role in helping National Lottery operator Camelot to deliver, on average, more than £36 million every week to Good Causes throughout the UK.

To help it continue this amazing contribution, Camelot challenged AMV to develop and deliver a campaign which would let people step into the world of the EuroMillionaires, encouraging players to imagine how a win on the blockbuster game could be totally life-changing. 

The campaign is rooted in the insight that absolutely everyone has everyday niggles and that those niggles still exist even if you’re a multi-millionaire. It is the little everyday problems – such as getting lost on a family outing, a bad Wi-Fi signal or losing your keys somewhere in the house – that even the wealthiest people still experience. The only difference is that, if you get lost because you’re flying to your private island or lose your keys because you own a 25-bedroom mansion, these problems seem like much nicer problems to have. 

The campaign breaks on Wednesday 7 September, breaking on TV in Emmerdale, and is being activated through the line; social, digital, print, DOOH, radio retail and cinema as well as TV. The TV spots focus on people experiencing these ordinary niggles but in the extraordinary world of EuroMillions wealth. In the first spot, we see a delightful couple, Eddie and Jane, desperately trying to find a parking space for their new luxury super yacht. The second spot shows an overly confident DIY-er trying to fix a drip coming from a fountain in the imposing hallway of their new palatial home. Both end with the line,”Nicer Problems To Have".

Throughout the campaign, the first burst of which runs until the end of October , consumers will see a range of everyday problems set in the opulent world of multi-millionaires, helping them realise that the life of a multi-millionaire is a lot closer to their own lives than they thought. 

All they have to do is to play EuroMillions and they too could be experiencing those Nicer Problems To Have. Because as always, Play Makes It Possible.


Advertiser: Euromillions

Brand Manager: Susan Pollard

Marketing Manager: David Connelly

Marketing Director: Sally Cowdry

Creative Agency

Creative Agency: AMV BBDO

Creative Director: Alex Grieve & Adrian Rossi

Planner: Craig Mawdsley, Matt Jones

Account Manager: Sarah Douglas, Kate Lloyd, Bobbie Gannon, Nadia Singh

TV Producer: Paul Goodwin

Creative: Mike Crowe & Rob Messeter

Media Agency

Media Agency: Vizeum

Planner: James Cross

Production Company

Production Company: Outsider

Director: James Rouse

Genre: PR