The ad has been shot in a Songs of Praise style, with a choir singing the tunes of The Twelve Days of Christmas and Good King Wenceslas but with the lyrics altered to tell of the virtues of the special draw.
The aim of the campaign is to show that the game offers players their best chance of becoming a National Lottery millionaire as well as reminding them not to leave buying their ticket until the last minute.
In keeping with Camelot's latest strategy of featuring good causes and projects in its advertising activity, the choir in the commercial is made up of a dozen members from each of the five National Lottery-funded choirs from the Midlands and North West.
The carols will also be used in a national radio campaign. Other activity includes a series of promotions and competitions with IPC titles such as Woman's Own, Chat and What's On TV in the run-up to Christmas. Advertising will also run in these titles.
The game is also being supported by a digital campaign, which will see banner ads run on the National Lottery homepage and an SMS push targeting subscribers.
Point-of-sale material has also been distributed to all National Lottery retailers.
The ad was art directed by Henry Rossiter and written by Mick French. It was directed by Nick Jones through Rogue Films.
Media planning is by Media Planning Group with buying by OMD.
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