Created by Abbott Mead Vickers BBDO, the campaign will run across TV, radio and online and breaks this week.
A TV ad kicks off the campaign and starts with a man jumping for joy on a huge bed in an opulent looking room. The word "Saturday" appears on screen.
It then cuts to the same man doing a running somersault into a sun-drenched swimming pool. This time the word "Friday" appears on screen.
Next it is Thursday and the elated man is seen running, overjoyed, down the well-tended lawn of a huge private garden.
A voiceover says: "You could be a millionaire three days earlier with the Wednesday Lotto draw."
An image of a lottery ball with the Lotto logo on it rolls across the screen with the word "Wednesday" appearing next to it.
Zoe Vaughan, Camelot's product manager for Lotto, said: "We wanted to launch a light-hearted campaign, highlighting the fun of playing Lotto on Wednesdays.
"The advertising also depicts the kind of lifestyle a lot of people associate with winning a lottery jackpot, and the campaign is designed to whet the appetite for being in with a chance of achieving that."
Media planning is handled by Media Planning Group and media buying by OMD.
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