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The drive aims to increase the National Lottery's overall appeal among the 18- to 24-year-old market and is a reaction to research that shows that the young audience has no real loyalty to Camelot. It is an early step in Camelot's £72 million commitment to boost sales, announced in the national press last month.

Although the Lottery's audience is drawn from a diverse background, WCRS's new campaign plays on the fact that all players desire a celebrity lifestyle without having to work for it. The work presents the National Lottery as the means for them to realise this dream.

The campaign features ordinary young people enjoying a celebrity lifestyle having won the Lottery. One press ad features Traci, a blonde dressed in a pink sequinned dress, with the copy: "Banned from every karaoke pub in Cardiff, Newport, Swansea and Magaluf, millionaire.

The strapline for all three of the ads reads simply: "Who needs talent?"

Media planning is through Media Planning Group and buying is through OMD UK, which has cut a multimedia deal with Emap. The work will run across style magazines including FHM, Elle, New Woman, Heat, More and Empire.

Camelot has traditionally used broader communications channels, but this more targeted drive is hoped to be more effective at reaching young consumers.

Susan Lownie, Camelot's group product manager, said: "The Lottery has been under-represented among the youth market because many were too young to play when it launched seven-and-a-half years ago. This campaign is the first to speak to them directly and plays on their dreams of the millionaire lifestyle."

The copywriter for the press ads was Mick French and the art director was Henry Rossiter. Photography is by Spiros Politis.