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Piers Morgan & Katie Price's Dreams Come True... And They're Terrible

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Editors' Choice: AMV BBDO launches tongue-in-cheek National Lottery spots directed by Biscuit's Jeff Low

Piers Morgan & Katie Price's Dreams Come True... And They're Terrible

As the nation’s favourite game, Lotto is a key contributor to the Good Cause Projects which The National Lottery helps to fund. In developing a new Lotto campaign, following the successful ads to introduce a new re-invigorated version of Lotto in 2013, Camelot challenged AMV to create work that would once again really get the nation talking. 

In response, AMV have produced a campaign rooted in the insight that everyone has dreams, and that deep down they’d rather their dreams were realised over other people’s. By bringing the ridiculous dreams of celebrity players to life, this campaign plays on the fact that sometimes, it might be better for the nation if certain people’s dreams stay as just that: dreams.

The campaign, which broke on Saturday on Piers Morgan’s twitter feed, is truly integrated, with POS, Online, Social, Print, OOH, Radio, and TV. The first phase of the campaign features Piers Morgan and his plan to destroy a beautiful stretch of British coastline, Camber Sands, in order to build a pier dedicated entirely to himself. Katie Price is the second celeb banking on Lotto to make her dream - a 24 hour, unavoidable TV channel featuring her in every programme - come true. The nation is invited to play Lotto in the hope that they are able realise their dreams over those of our celebrities. Across every touch point, the hashtag #PleaseNotThem serves as a rallying cry, connecting the nation’s conversations as they unite against the potential disaster caused by the celebrities’ dreams.

As the campaign develops, the nation will begin to realise the true horror of the situation as a number of other celebrities reveal their own audacious dreams. The only hope the general public has is to play Lotto and hope that it’s their dreams that come true, not the celebs. 

Because as always, Play Makes It Possible.

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Media Agency

Media Agency: Vizeum

Planner: James Cross

Creative Agency

Account Management: Sarah Douglas, Rebecca Tickle, Bobbie Gannon

Art Director: Michael Jones

Copywriter: Tim Riley, Charlotte Adorjan

Creative Agency: AMV BBDO

Planner: Craig Mawdsley, Emily Harlock, Matt Jones

TV Producer: Matt Towell

Post Production / VFX

Post Production Company: The Mill

Production Company

Director: Jeff Low

Producer: Kwok Yau

Production Company: Biscuit


Audio Post Production: 750 MPH


Edit Company: Work

Editor: Saam Hodivala

Genres: Comedy

Categories: Gambling, Sports and Leisure

AMV BBDO, Mon, 06 Jul 2015 11:39:42 GMT