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The National Lottery's largest ever brand campaign celebrated players' support of TeamGB and ParalympicsGB

In July 2021, Camelot, the operator of The National Lottery, launched The National Lottery’s largest ever brand campaign – a summer-long, fully integrated multi-channel push that reminded players that, every time they play a National Lottery game, they’re helping Team GB and ParalympicsGB athletes in Tokyo.

Running across TV, Radio, Digital and high-impact OOH – as well as on all owned National Lottery channels and in 44,000 National Lottery retailers across the UK – the campaign first aired on Wednesday 7 July, with the new blockbuster TV ad premiering in a 30” spot during England v Denmark, and with further primetime ad slots throughout the week – including during the Euro Final on Sunday, Coronation Street and Love Island.

The athlete-studded blockbuster TV ad – which features sprinter Jonnie Peacock MBE, wheelchair tennis player Jordanne Whiley MBE, taekwondo athlete Lutalo Muhammad, discus thrower Dan Greaves, paracanoeist Emma Wiggs MBE and race walker Tom Bosworth – sees members of the public across the UK comically trying to lend their support to the athletes by making cups of tea, attempting to put them through their paces (badly!), and gathering up household items for them to practice with (such as piles of plates for discuses). As the ad draws to a close, a voiceover from Dermot O’Leary declares: “There is an easier way to support our athletes. Just play The National Lottery. When you play a little, you help our athletes a lot.”

Alongside the unmissable core campaign, advertising for the individual National Lottery games was badged with the Team GB and ParalympicsGB logos, and the Lotto ‘It Could Be You’ TV ads were updated with a Tokyo twist – meaning that, at every National Lottery touch-point, players were reminded of the part they play in funding Team GB and ParalympicsGB athletes.

Watch the athlete-studded TV ad below...