The National Lottery operator hopes to take advantage of the buzz around Star Wars Episode III: Revenge of the Sith, the final instalment of the blockbuster film series.
Under the multimillion-pound deal, Camelot will run a TV and print campaign based around elements of the film. The ads, which break next week, were created by Abbott Mead Vickers BBDO.
Chris Lock, Camelot's scratchcards business manager, said the Star Wars tie-up was one of the biggest product launches the company has undertaken.
The TV ads are set in a restaurant, with Lady Luck, played by Fay Ripley, using pretzels to imitate Princess Leia's hair from the original Star Wars movies. Her unicorn sidekick Barry, voiced by Graham Norton, poses as Darth Vader, with a lightsabre replacing his horn.
Media Planning Group handled planning, while buying was through OMD.
Brands including Orange and Pepsi have already begun promotional activity supporting their association with the film, which is released globally on 19 May.
Camelot has tied up with movies before, producing scratchcards based on The Lord of the Rings: The Return of the King and Jaws. It has also linked with ITV's I'm A Celebrity Get Me Out Of Here and classic entertainment brands such as Scrabble, Monopoly and Connect 4.
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