Allwyn has announced the return of The National Lottery’s iconic “It Could Be You” slogan, set to be used in a new TV advertising campaign for the first time in more than 20 years.
Alongside the tagline, The National Lottery operator has also confirmed it will bring back the golden hand logo as part of its marketing revamp for its flagship Lotto game, marking the first time the two have been used together in 26 years.
The new ad will be shown tonight, 1 September, in a prime-time TV slot, lasting 30 seconds.
Allwyn explained it is aiming to tap into the belief and optimism of players across the UK that they could win, by showing several real millionaire lottery winners, all of whom declare “We won, and you could too!”.
The lottery operator also conducted a study of more than 2,500 people that found Britons are in search of more hope in their lives, with 98% of respondents believing the country would benefit from more optimism, while 41% hope to win the Lotto.
Some of the winners in the new campaign include Sarah Cockings, who won just over £3m aged 21, as well as Gary MacDonald, who retired from his delivery job early after winning the £5.2m jackpot in April of this year.
The “It Could Be You” tagline was used as part of the launch of the UK’s first ever National Lottery game.
This latest ad was directed by Dave Meyers, who has previously shot music videos for pop stars including Taylor Swift, Sabrina Carpenter, Harry Styles and Kendrick Lemar.
Steve Parkinson, Allwyn UK brand and marketing director, said: “The original tagline ‘It Could Be You’ has always struck a chord with our players and it has never left us. We know our players still use the phrase when they buy tickets and enter the draw and there is a great amount of nostalgia attached to it.
“But there’s also a new generation of players who want those ‘what if’ magic moments that Lotto provides. People win Lotto week in, week out, and we all have a chance if we buy a ticket.
“We wanted to embrace that and involve some of the real winners from across the years to demonstrate that anyone can win.”
“‘It Could Be You’ confidently taps into The National Lottery’s history of changing lives, but it also comes at a moment when the British public have been telling us they’d love a bit of more hope in their lives.
“We are at heart a nation of optimists who want to imagine what might be possible.”
The post Allwyn revives old National Lottery slogan and golden hand for new Lotto ad first appeared on EGR Intel.
National Lottery operator deploys old slogan to bring new life to latest Lotto campaign, which will kickstart with a prime-time TV spot from September
The post Allwyn revives old National Lottery slogan and golden hand for new Lotto ad first appeared on EGR Intel.