The five-minute film from Contrapunto BBDO and LOBO Kane continues the lottery’s reputation for emotional storytelling in the lead-up to Christmas
One of the highlights of the ad industry’s festive bonanza, the 2018 Spanish Christmas Lottery ad is here.
Entitled "22 again" the spot continues with the line that translates to: "The biggest prize is to share it."
The story is more than an homage to ‘Groudhog Day’, telling the tale of Juan, who repeatedly on December 22nd, the day of the ‘El Gordo’ lottery announcement. How will he react when he realises that El Gordo is, in fact, playing him every day? As the creative unravels, it emphasises the message that the greatest reward is to share the prize.
The campaign was created by Contrapunto BBDO and directed by Javier Ruiz Caldera and produced through LOBO Kane.
In addition to an extended version of five minutes, there a three-and-a-half-minute cutdown for TV, as well as digital adaptations of 20 and 30 seconds. The campaign also includes radio spots.
The campaign also has a digital aspect too, through the website 22otravez.es
, a platform to expand the experience by viewing the full version, the making of and discovering previously unpublished photos.
In addition, an Instagram profile has been created, @juan_atrapado
, in which the protagonist details what he did on every December 22nd he’s lived, including some that don’t feature in the spot.
Earlier in 2018 Contrapunto BBDO took over the lottery account from Leo Burnett, the agency responsible for the campaign for the last four years.
As for the management and media planning of the campaign, this is being managed by Universal McCann. The agency will keep the account, valued at 39 million euros, for the next two years.