"Fisherman"

14 September 2018

2 mins

When the boat comes in.

The National Lottery have launched a new campaign to demonstrate the life-enhancing effects of winning the jackpot.

adam&eveDDB's two-minute debut for the brand tells the story of a fisherman who has to leave his family for long stretches of time - ending with a characteristically heartwarming twist.

The narrative is astutely drawn, as director Mark Molloy switches back and forth between the man at sea and his family at home. While we're led to believe there's hardship on the horizon, the unexpected ending is bound to warm many a cockle.

Furthermore, the protagonists' relatively modest aspirations mean this scenario resonates more than any bloated spending spree ever could.

UK

Lotteries / Pools