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In its place it is launching a £4m campaign featuring an animated character called Milo. Launching on 2 April, 'The Big Win' will run as 30- and 60-second executions. They will tell the story of a lottery winner sharing his happiness with the people around him. It shows Milo handing out smiles from a bulging bag, sharing them with his wife and family members, and then his friends. As he drives off in his car, the ad ends with a new graphic device - an animated collection of lottery balls, falling into frame to pose the question 'What if you won?' The lottery ball graphics will also feature in a complementary set of ads, introducing the latest lottery jackpot news and events.

Creative agency: Abbott Mead Vickers BBDO Media planning agency: Media Planning Group Media buying agency: OMD UK