Clemenger BBDO Adelaide creates X Lotto Megadraw campaign for SA Lotteries
We all dream of it. No more work, just days filled with leisure. That’s the insight behind the new X Lotto Megadraw campaign created by Clemenger BBDO, Adelaide.
The campaign kicks off with television portraying a young twenty-something couple who embark on a day of “playing” at retirement. The story begins with a visit to the hairdresser where she emerges with a blue rinse and he sporting a magnificent comb-over.
“It’s a tried and true strategy presented in a brand new way.” said Greg Knagge, creative director. “The campaign has a great, joyful spirit that we believe people will love.”
VIEW THE TVC:
“Delivering sales results on Megadraw events is always crucial but this campaign will also contribute enormously to overall brand health.” said Callum Mulvihill, general manager – marketing and sales at SA Lotteries.
“This is an important campaign in the life of a very successful, mature brand here in South Australia.” said Bryce Coombe, head of account management at Clemenger BBDO Adelaide.
The campaign also consists of press, radio, point of sale and online activity and launches 3rd July.
Credits
Agency: Clemenger BBDO Adelaide
Client: SA Lotteries, Callum Mulvihill
Creative Director: Greg Knagge & Geoff Robertson
Creative Team: Andrew Slattery, Brenton Canty, Ollie Prenton, Jordan Hillier.
Account Director: Bryce Coombe
Account Coordinator: Sophie Lindsay
TV
Director: Nick Matthews
Production Company: Mills Street Productions
Agency Producer: Jules Callen
Radio
Agency Producer: Yvonne Karabatsos
Studio: Oasis Post
Retouching: Paul Munzberg
Print Producer: Nicole Eleftheriou, Kirsty Allison
Finished Artist: Jeannette Meulders
18 Comments
Old age is an inevitable consequence of poverty. The poorer you are, the quicker you become old and die. Sufficient funds can allow us to remain young indefinitely. Why on earth would one choose to become prematurely old?
Nice idea for a press ad, which is why it made a couple of nice press ads, but rendering that single idea in 8 different ways with pedestrian TVC direction doesn’t make for a nice TV spot.
It’s also interesting how something which seems appealing in a still format is actually a massive turn-off when brought to life… “Win lotto and turn into an old fuck who does boring shit”.
No punchline, no pay off, no thanks.
Sorry boys, normally love your work but the ‘twist’ at the beginning doesn’t work. If an ad addict like myself didn’t get it, what chance the average mug?
Tend to agree with the critics on here. This ad has not captured the fabulous feeling of please-yourself freedom that early retirement brings. A great insight poorly (and confusingly) delivered.
ugly
is that an AWARD annual that guy is holding?
Woeful. The lame opening premise just doesn’t work for the reasons given above and the rest of the ad struggles in vain to make up for it.
So young yet so cynical.
I dig it.
You had me at comb over.
pity… its a nice idea. just really, really poorly executed.
I don’t think it needs to be a question.
‘Retire early’ would be fine.
good cast, slight story. No belly laugh but irreverent and cute. Retire early and piss away your money being a wanker….probably sums up what happens!
We’ve all done ads that looked good when we though of them, but then somehow got lost in translation along the journey.
This is one of them.
“Win the lotto and turn into an old fuck who does boring shit.”
I must say this is what the advert leads onto but the idea of retiring young is quite obviously the aim of this advert. If you dont understand that then thats why you’re going to retire old and regretful. Good cast, well played
Circa late-90s, and it actually made me feel a bit sad : (
C J, you’re absolutely right – it’s a good strategy. If only they’d filmed the planning brief for 30 seconds rather than this pile of shite, we’d all be lining up to buy whatever it is they’re selling. Plonker.
agreed, enough good story for a 30. 60 is a stretch and makes retiring early feel like a drag
For some reason it annoys me when people fuck up lottery ads. And this one isn’t funny or even cute. It’s a boring joke and I want to slap the person who chose that music.