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| Pass it on. | |
| by Andrew MacGregor | |
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One of DAVID's formative bands, the Zutons, made a comeback this year. Not only did the Liverpool trio release a long-overdue fourth album, but they also gave the National Lottery an idea: "What if we use 'Valerie' in our Christmas ad?" The way agency VCCP and director Steve Rogers use it is a bit of a masterstroke. Every year, the Bennett family plays musical chairs scratchcards—whoever has the scratchard when the music stops gets to scratch off one segment: no more, no less. Before the game begins, however, dad wants to know the speaker works ("Are you sure it doesn't need batteries?" "Dad, it literally has a plug, right?") Such playful asides pepper the whole game, like when one family member refuses to take part, only to get drawn back into the festivities like someone who shouts the answer to a Trivial Pursuit question from the kitchen or settles a game of charades out of frustration. Some players just take longer to warm up. It would have been easy for the brand to end on a Christmas miracle worth £300,000, but the film ends on just the right note instead. We also like that this particular tradition relies on spare change—after all, there's no guarantee someone has a coin to hand these days!
Music: Valerie - The Zutons
Product Category: Lotteries / Pools
Territory: UK
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National Lottery - 'Musical Scratchcards'
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Pass it on. |
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One of DAVID's formative bands, the Zutons, made a comeback this year. Not only did the Liverpool trio release a long-overdue fourth album, but they also gave the National Lottery an idea: "What if we use 'Valerie' in our Christmas ad?" The way agency VCCP and director Steve Rogers use it is a bit of a masterstroke. Every year, the Bennett family plays musical chairs scratchcards—whoever has the scratchard when the music stops gets to scratch off one segment: no more, no less. Before the game begins, however, dad wants to know the speaker works ("Are you sure it doesn't need batteries?" "Dad, it literally has a plug, right?") Such playful asides pepper the whole game, like when one family member refuses to take part, only to get drawn back into the festivities like someone who shouts the answer to a Trivial Pursuit question from the kitchen or settles a game of charades out of frustration. Some players just take longer to warm up. It would have been easy for the brand to end on a Christmas miracle worth £300,000, but the film ends on just the right note instead. We also like that this particular tradition relies on spare change—after all, there's no guarantee someone has a coin to hand these days!
Music: Valerie - The Zutons
Product Category: Lotteries / Pools
Territory: UK
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Pass it on. |
by Andrew MacGregor |
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One of DAVID's formative bands, the Zutons, made a comeback this year. Not only did the Liverpool trio release a long-overdue fourth album, but they also gave the National Lottery an idea: "What if we use 'Valerie' in our Christmas ad?" The way agency VCCP and director Steve Rogers use it is a bit of a masterstroke. Every year, the Bennett family plays musical chairs scratchcards—whoever has the scratchard when the music stops gets to scratch off one segment: no more, no less. Before the game begins, however, dad wants to know the speaker works ("Are you sure it doesn't need batteries?" "Dad, it literally has a plug, right?") Such playful asides pepper the whole game, like when one family member refuses to take part, only to get drawn back into the festivities like someone who shouts the answer to a Trivial Pursuit question from the kitchen or settles a game of charades out of frustration. Some players just take longer to warm up. It would have been easy for the brand to end on a Christmas miracle worth £300,000, but the film ends on just the right note instead. We also like that this particular tradition relies on spare change—after all, there's no guarantee someone has a coin to hand these days!
Music: Valerie - The Zutons
Product Category: Lotteries / Pools
Territory: UK
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