The campaign is to promote the new Europe-based draw EuroMillions, which launches on 13 February.
Camelot appointed AMV to its UK EuroMillions advertising account at the end of 2003. More recently, the agency picked up the whole of Camelot's £24 million above-the-line business after a five-way pitch.
The first 40-second TV execution, which breaks on Friday, is set on a desert island and stars Robinson Crusoe.
Crusoe, played by the Only Fools and Horses star Roger Lloyd-Pack, observes that there is "something different about Friday". His modern-day Man Friday companion, Vas Blackwood, is measured up by glamorous tailors, builds a paradise island and has a sports car delivered by helicopter. It transpires he has won on EuroMillions.
The spots, which include three 20-second versions, will be supported by outdoor.
The ads were written and art directed by Peter Souter and Mark Fairbanks.
They were directed by Paul Weiland through The Paul Weiland Film Company.
Media planning was by Media Planning Group, with media buying through OMD. The campaign is scheduled to run until April.
Phil Smith, Camelot's commercial director, said: "EuroMillions is a great addition to the portfolio of National Lottery games. It offers players a bigger range of prizes, will generate incremental sales and benefit communities up and down the UK."
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