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The Whole Town Comes Together In Latest Spanish Lottery Christmas Ad

The emotional video from Leo Burnett is directed by Santiago Zannou

The Whole Town Comes Together In Latest Spanish Lottery Christmas Ad

The creators of 2015’s most acclaimed Christmas ad,” “Justino,” are back with a new holiday campaign. Keeping to the theme that “There’s no bigger prize than sharing,” the Spanish Lottery and Leo Burnett Madrid remind us through a heartwarming story of misinformation and unintended consequences that sometimes, winning isn’t everything in life. See how a town comes together in love and support for a retired teacher, Carmina, who thinks she has won the lottery in the film “December 21st".

The annual Spanish lottery is a highly celebrated national tradition since 1812 where people come together to “share” the lottery by purchasing tickets in groups with friends and family, and often, with their local community at neighbourhood bars. This biggest lottery prize in the world is scheduled to announce on Dec. 22.  

Similar to “Justino,” fans of Carmina are encouraged to visit to participate and help Carmina’s son and grandson rally the townfolk to celebrate with Carmina. The campaign will also run on outdoor, press, radio and others. 


Advertiser: Loterías y Apuestas del Estado “The Spanish Lottery"

Creative Agency

Creative Agency: Leo Burnett Madrid

Creative Director: Ignacio Soria y Arturo Benlloch

Art Director: Javier Lopez Canle

Producer: Nico Sánchez, Juanjo Ocio

Executive Creative Director: Jesús Lada

Chief Creative Officer: Juan García-Escudero

Account Manager: Sara Cubillo

Account Director: Sara Iglesias

Production Company

Production Company: ​​​​RCR

Director: ​​​​Santiago Zannou

ECD: Miguel Escribano


Music Supervision: Fernando Velázquez

Genre: Dialogue , Digital , PR , People , Storytelling