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Life's hopeless situations are given a humorous spin in a campaign for The National Lottery's instant-win games brand, GameStore.

Abbott Mead Vickers BBDO created the online ads, which contrast situations where people have no chance of success (for instance, a vet trying to look dashing while he has his forearm in a cow’s bum) with GameStore’s one-in-four odds. The work, which also includes social media, out-of-home and retail activity, was written by Dan Warner, art directed by Andy Vasey and directed by David Shane through O Positive.