The National Lottery’s ‘It Could Be You’ advertising tagline, which was used for its launch in November 1994, is making a comeback this Autumn.
Allwyn, the operator of The National Lottery, will be using the ad to showcase real people winning and support an optimistic nation that is longing for a bit of hope and ’what if’ belief moments. The campaign features real Lotto millionaire winners from across the years in cameo roles declaring “We won, and you could too!”.
The slogan, along with the giant gold hand, has not been seen on screens together for more than 26 years and has been reimagined to reach new audiences to support the nation’s millionaire-making game, Lotto.
The ‘It Could Be You’ advertisement was used to launch the nation’s very first National Lottery game and the tagline became instantly recognisable. It was coupled with a giant pointing hand descending dramatically from the sky indicating that anyone could win.
Steve Parkinson, brand & marketing director at Allwyn UK, operator of The National Lottery, said: “The original tagline ‘It Could Be You’ has always struck a chord with our players and it has never left us. We know our players still use the phrase when they buy tickets and enter the draw and there is a great amount of nostalgia attached to it. But there’s also a new generation of players that want those ‘what if’ magic moments that Lotto provides. People win Lotto week in, week out, and we all have a chance if we buy a ticket. We wanted to embrace that and involve some of the real winners from across the years to demonstrate that anyone can win.”
The advert was directed by celebrated commercial director Dave Meyers, who has also shot music videos for the likes of Taylor Swift, Sabrina Carpenter, Harry Styles, Kendrick Lemar, Billie Eilish, Dua Lipa and Megan Thee Stallion.
The 30” advert will broadcast on TV first on Monday 1 September with a peak Coronation Street slot. There is also a new refreshed look and feel to the Lotto game, with September’s Lotto Must Be Won event of a £15m jackpot on Saturday 13 September being supported by the new branding and is on the point of sale that is heading to retail stores from today (1 September).
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