National Lottery reimagines ‘It Could be You’ for a new century

Camelot Group has launched the National Lottery’s new nationwide advertising campaign, repurposing its flagship main lottery draw tagline ‘It Could be You’.

The campaign, which was developed by London creative agency Adam&Eve DDB, will see the National Lottery return to its original tagline launched in 1994.

Debuting this June across terrestrial TV, radio and digital formats, the campaign will feature giant lottery balls travelling the length and breadth of the UK to seek out National Lottery winners.

Keith Moor, Chief Marketing Officer at Camelot, said: “Our new ad campaign for Lotto is inspired by the iconic tagline that sums up what playing The National Lottery is about – anyone who buys a Lotto ticket has the chance to win, so it really could be you.

“All in all, we’re thrilled to be recapturing a much-loved National Lottery campaign and bringing a bit of fun to TV screens across the UK. It will help to ensure we continue to raise more than £30 million each and every week for Good Causes projects across the UK – which is even more important in the current climate.”

Camelot has also revealed that it will team-up with Spotify to create personalised scripts for the streaming services audience.

Specific ‘It Could Be You’ adverts will be displayed to individual Spotify streamers dependent on their preference in music – Pop, Rock, classical or Hip Hop.

To celebrate the new campaign, a special £15 million Lotto ‘Must Be Won’ draw will take place on Saturday, 27 June.