New TV spot for the National Lottery’s ‘Life-Changing’ campaign launches.
The 60” TV ad, created by AMV BBDO, aims to bring to life The National Lottery’s contribution to the Olympics, and to British athletes. A huge number of the 2012 generation of Lottery-funded Olympic athletes have parents who, in their day, had the same innate talent as their children but didn’t have the opportunity to realise their potential because National Lottery funding didn’t exist until 1997.
The film, shot on location in the North of England, tells the story of a woman who loved to run but who never pursued her dream, due to lack of funding. We then experience the subsequent joy and pride of this woman, now a mother, as she watches her daughter achieve their shared dream of Olympic glory, which was made a reality for her daughter because of National Lottery funding.
The story is inspired by Jenny Meadows, a National Lottery-funded 800m British athlete whose mother, Barbara Meadows, was unable to compete at a professional level due to lack of funding.
This is the next stage of the Life-Changing campaign, which was launched in March 2012 and aims to tell the story of The National Lottery’s consistent commitment to their Lottery Good Causes, of which London 2012 is just one aspect.
The ad will air for a month across National TV and in cinemas.
Project: The National Lottery - Olympics
Client name & job title: Camelot ‘Mother’
Creative Agency: AMV.BBDO
Copywriter: Alex Grieve
Art Director: Adrian Rossi
Agency Planner: Michael Lee/ Emily Harlock/ Alaina Crystal
Agency Account Man: Sarah Douglas/ Lee Simpson/ Kate Edwards/ Robyn Puttergill
TV Producer: Olly Chapman/ Holly Pienaar
Media Agency: MPG
Media Planner: Simon Jenkins
Production Company: Academy
Director: Martin De Thurah
Production Co. Producer: Simon Cooper
Post-production Company: The Mill
Audio Post-production: Factory
Exposure (TV, Youtube etc): TV, Cinema, YouTube