"Harry Boy"

31 August 2026

60s

Harry's the man.

In this pair of commercials for ATG – a Scandinavian lottery – the name Harry becomes emblematic of a win and a one-word explanation for a certain kind of profligacy. In the first execution, a young couple in the throes of passion arrive at her place where a series of surprises amp up the sense of romantic possibility. In the second execution, a man who looks out of place as he finishes a meal in the kind of diner frequented by motorcycle gangs turns out to have a sweet ride.

Harry, who is also represented as a man with a horse's head, is the provider of the money that has enabled each scenario. This has the potential to become one of those advertising ideas that moves outside the original remit so that any ostentatious display of wealth may prompt the question, "Harry?"

In the first execution, director Bart Timmer uses all manner of in-camera effects, and, consequently, it is easily the stronger of the two. It was a nice touch from the creative team to make the female half of the pairing the one responsible for all of the romantic gestures. It would have been easy and predictable to do it the other way round, and by making this decision, it's been given just a little more impact.

Denmark

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