Camelot Bag of Smiles

Camelot Lotteries is winning awards for its 2006 animated TV advert, known as “The Big Win” and “Bag of Smiles’. ‘Bag of Smiles’ features an animated character called Milo, who is the ‘star’ of a new £2 million plus TV advertising campaign. The new National Lottery ad launched on 2 April and was the first in a new series designed to capture the feeling of playing and winning, in a way that inspires players to live the lottery dream.

Milo in Camelot Bag of Smiles


The campaign was designed to build on the success of the Lady Luck adverts, which had helped to deliver the longest period of growth in the history of The National Lottery®. ‘The Big Win’ is a playful animated film which illustrates metaphorically the happiness that winning a life-changing amount of money can bring. In 30 and 60 second versions, the ad tells the story of a contented lottery winner sharing his happiness with the people around him.

The scene opens with Milo being woken by a bag landing unexpectedly on his bed. Surprised, he checks the bag and finds it full of smiles – a metaphor for a lottery jackpot win. Checking his own face, he finds he does not have a smile, so tries one on – and immediately feels fantastic. The lucky winner moves about the house – pulling smiles from a bulging bag, and sharing them out in turn among his delighted wife and family members.

Leaving the house with a sense of purpose, the man cheerily walks around town, handing out smiles to his friends, spreading his happiness far and wide. As our lucky winner 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?”

Click on the image below to play the video in YouTube

Camelot Marketing Director, Martin Pugh, said at the launch of the campaign in April 2006, “This campaign is designed to capture what it feels like to play and win the lottery in a way that inspires players to dream and participate. “The National Lottery has already created over 1,800 millionaires and creates around four million winners a week, so we’ve already brought a lot of smiles to people’s faces. We’re hoping to inspire our players to think about what they might do with the big win and who they would share it with. We hope our animated winner will raise a few smiles in his own right.”

Around 98 per cent of lottery winners report that they are as happy or happier since hitting the jackpot – and the same proportion (98 per cent) have given some of their winnings to family. Nearly three quarters of winners (73 per cent) have given some of their winnings to friends, and 87 per cent of jackpot winners have given a proportion away to charity. One in seven jackpot winners has given £1 million or more to a family member or friend. This means that over 700 additional indirect millionaires have been created since the launch of The National Lottery.

Street scene Camelot Bag of Smiles

Credits

Camelot Bag of Smiles was developed at Abbott Mead Vickers BBDO, London, by creative director Paul Brazier, art directors Graham Storey, art director/copywriter Phil Cockrell, copywriter Peter Souter, and agency producer Celestine Hall.

Filming/animation was directed by Marc Craste via Studio AKA, London, with producer Nikki Kefford.

Awards won by Camelot Bag of Smiles

Cannes Lions – International Advertising Festival, 2006 bronze Lion for entertainment and leisure. British Television Craft Awards, 2006 winner for best computer animation and shortlisted for best use of recorded music. Kinsale Sharks Awards Advertising Festival, 2006 bronze for international TV/corporate image. Listed in the APA 50, 2006. Epica, 2006 winner for recreation and leisure. Eurobest, 2006 gold for entertainment and leisure. Midsummer Awards, 2006 gold for leisure and media. British Television Advertising Awards (BTAA), 2006 silver for corporate and bronze for best 60 second TV commercial. Advertising Creative Circle Awards, 2007 gold for best use of music and best use of animation, and bronze for best TV commercial. CLIO Awards, 2007 gold for animation and silver for direction.

Music Used in Bag of Smiles

Music was arranged by Peter Raeburn, Adam Bushell, Nick Foster at Soundtree, London. The song, “A Smile And A Ribbon” is sung by Patience and Prudence (McIntyre) in the 1950s. See the Wikipedia entry on Patience and Prudence.

Patience and Prudence at Amazon.co.uk

Lyrics for A Smile And A Ribbon

A smile is something special
A ribbon is something rare
So I’ll be special and I’ll be rare
With a smile and a ribbon in my hair

Patience and Prudence at Amazon.co.ukTo be a girl they notice
Takes more than a fancy dress
So I’ll be noticed because I’ll dress
With a smile and a ribbon in my tresses

The bigger my toothy grin is
The smaller my troubles grow
The louder I say “I’m happy!”
The more I believe it so

So I’ll have that extra something
’cause I know what to wear
So I’ll be special and I’ll be rare
I’ll be something beyond compare
I’ll be noticed because I’ll wear
A smile and a ribbon in my hair

The bigger my toothy grin is
The smaller my troubles grow
The louder I say “I’m happy!”
The more I believe it so

So I’ll have that extra something
’cause I know what to wear
So I’ll be special and I’ll be rare
I’ll be something beyond compare
I’ll be noticed because I’ll wear
A smile and a ribbon in my hair