It will see British lottery players chancing their luck against the French and the Spanish in the hopes of winning a jackpot with a top possible prize of £50m.
Camelot unveiled the game yesterday with a PR campaign featuring the model Jodie Kidd, England rugby captain Lawrence Dallaglio and Princess Tamara Czaroryski-Borbon of Spain.
In an advertising campaign created by Abbott Mead Vickers BBDO, television viewers will be told "There's something different about Friday". The ads use a Robinson Crusoe theme but Man Friday is a dapper man who is measured up for suits and lives on a paradise island. The ad stars 'Lock Stock and Two Smoking Barrel''s Vas Blackwood and 'Only Fools and Horses''s Roger Lloyd-Pack.
The draw is to take place in Paris every Friday. Players will pay £1.50 in Britain to take part or €2 in Spain and France. The £50m prize is likely to come up two or three times a year, according to reports, in weeks that the prize is rolled over.
The live draw will be broadcast each week on Sky One in a five-minute mini-show.
For gamblers who play the odds, the chances of winning Euro Millions are even slimmer than winning the National Lottery. In the local game, the chances are 1 in 14m, but in Euro Millions it stretches to one in 76m.
Camelot is hoping the game will restore flagging sales and take it back to lottery fever it enjoyed in the early days.
Last year, it announced a review of its advertising for the National Lottery, with incumbent agency WCRS declining to repitch. Abbott Mead Vickers beat Clemmow Hornby Inge, DDB London, TBWA\London and Delaney Lund Knox Warren to the work in January. It had been named to the Euro Millions account late last year.
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