To celebrate the launch of their new lottery game, Camelot wanted to create a humorous and inspiring communication that could help persuade a cynical press of the value of the game to good causes and players alike.

Drawing on the talents of a host of celebrities, including Joanna Lumley, Ainsley Harriott, Ade Adepitan, Jacey Salles, David Ginola, Tessa Jowell and Boris Johnson, this extended commercial was filmed in a wide variety of locations across the UK and Europe. Working alongside Live Communication the entire production was scripted, filmed and post produced in just 10 days.



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