The campaign, created by Abbott Mead Vickers BBDO, will launch on Sunday 29 October during The X Factor on ITV with a blind date-themed ad.
The 30-second spot, voiced by veteran news presenter Jennie Bond, depicts a woman named Harriet on a date with a would-be suitor who is obscured by a silver surface (much like a scratchcard).
As Jennie literally scratches the surface of her potential partner, their eccentricities and interests are revealed.
As well as five TV variants of the blind date theme, Camelot has also invested in a series of digital ads featuring an astronaut, a boxer and an acrobat scratching off panels. Iris has created the digital ads.
The lottery operator has also agreed a tie-up with Bauer Media to create a scratch-off panel in Heat magazine’s "Torso of the Week" page, with bespoke content fronted by Made in Chelsea star Jamie Laing.
The campaign was created by AMV BBDO’s George Hackforth-Jones and Jack Smedley, who joined the Omnicom shop from Bartle Bogle Hegarty earlier this year.
The videos were directed by Harold Einstein through Outsider and Vizeum is handling media planning and buying.
Hayley Stringfellow, head of brand marketing for The National Lottery, said: "There is a sense of anticipation when you play a National Lottery Scratchcard that we’re trying to replicate with this campaign.
"We’ve created a range of different executions that are all variations on a theme, so even if someone has already seen a couple of the ads, they might still be surprised by a new ending that they’ve not seen before. We’ve also included a few slightly bizarre reveals, to potentially make people do a double-take and to keep them guessing what might be uncovered next time."
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