Created by Abbott Mead Vickers, the TV spot follows two slightly glum-looking builders having a brew and a sandwich in the back of a scruffy van on a building site.
One asks the other "fancy another cuppa?". The sound of a scratchcard being scratched is then heard, and the scene is transformed into a mountain retreat. The back of the builders' van turns into the bonnet of a luxury car, and one of the builders has been replaced by a beautiful woman in a cocktail dress offering the second builder, who has been turned into a handsome, tuxedo-wearing lottery winner, more champagne.
The voiceover says "win up to 拢70,000 with the Bond, James Bond, scratchcard" and a hand enters the frame holding up three new cards.
Howard Groves, Camelot's director of game development, said: "We are hoping to create some shaken and stirred winners with this game. It's great fun and fans of the film will love the 12 different designs of card available -- from Daniel Craig as Bond right through to his latest adversary, Le Chiffre, played by Mads Mikkelsen."
The overall marketing campaign features a tie-up with selected Odeon cinemas that will offer all adults a free 拢2 'Casino Royale' scratchcard with every cinema ticket bought in the film's first week of release, November 17 to 23.
Press ads and in-store point-of-sale will support the game. Media planning is handled by MPG, while media buying is handled by OMD.
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