Tom Kuntz & BETC Paris Roll Out of Office for the French LOTO

The French LOTO is launching a new video ad campaign, bringing a breath of fresh air to the draw with its agency BETC.

For the latest campaign, LOTO has sought to bring French players back to the basic appeal of the game: the freedom that winning can bring. Since a big win allows people to think about travelling, buying a house, buying a car (or three), etc., the real appeal of winning the LOTO is being able to live free and breathe easy.

Perfectly capturing this feeling of freedom, the ad video plays on the theme of a road movie, buoyed by classic rock track "Born to be Wild" (Steppenwolf). Unforgettable as the main soundtrack to "Easy Rider", the song has been re-interpreted for the campaign with a healthy dose of humour.