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| A fine romance. | |
| by Jason Stone | |
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It's extraordinary to have to say this in 2023, but this commercial charting a gay romance over the three decades of the National Lottery is pretty brave. The backlash against gay rights may be part of the 'war on woke' according to the bigots, but it's very obvious what's really going on. Commercials featuring people of colour or hinting at equality between the sexes are now routinely targeted online alongside films like this which are positive about LGBT+ rights. It's disgraceful, and excellent to see pushback from significant brands. Edward and Isaac's relationship is the same age as the National Lottery, and we get to see the development of it through thick and thin. Agency adam&eveDDB and director Tom Hooper make this a potted history of progressiveness as well as a reminder that fortunes have been made by those who take part in the lottery. There is, in truth, a bit of a template to this kind of storytelling in commercials but a successful execution of it will stir emotions nonetheless, and a grumpy father's acceptance of his son's sexuality will always be moving. Is there a hint of misdirection at the end when only one of the duo is searching for the winning ticket? Maybe. If so, the audience isn't worried for long as it quickly emerges that both Edward and Isaac will be able to enjoy their windfall.
Music: Track: Spiritualized – Always Together With You
Product Category: Lotteries / Pools
Territory: UK
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