Camelot has launched The National Lottery’s largest-ever brand campaign, with the fully integrated, multi-channel push promoting Team GB and Paralympics GB athletes competing in the Tokyo 2020 Olympic Games.

Running across television, radio, digital and high-impact OOH – as well as on all owned National Lottery channels and in 44,000 National Lottery retailers across the UK – the campaign first aired on 7 July, premiering in a 30” spot during England v Denmark.

With further primetime ad slots throughout the week – including during the Euro 2020 final on Sunday – the athlete-studded campaign features sprinter Jonnie Peacock MBE, wheelchair tennis player Jordanne Whiley MBE, taekwondo athlete Lutalo Muhammad, discus thrower Dan Greaves, paracanoeist Emma Wiggs MBE and race walker Tom Bosworth.

“Through the scale and reach of this campaign – The National Lottery’s largest ever – we want players left in no doubt of the role that they play in supporting our Olympic and Paralympic athletes,” said Keith Moor, Camelot’s Chief Marketing Officer. 

“Our blockbuster TV ad – starring an incredible group of our Team GB and ParalympicsGB heroes – will be followed by high-impact out-of-home, an unmissable retail presence and thumb-stopping stories on digital.

“Then, as the Games get underway and the medal count begins, we’ll plant ourselves at the heart of Team GB and ParalympicsGB triumphs to remind the nation that our athletes’ success is built on play.”

“Over the course of this momentous summer of sport, National Lottery players should feel incredibly proud of their contribution, so we’ll be connecting purpose with play at every possible opportunity. We truly can’t wait to collectively celebrate all of the winning moments.”

Alongside the unmissable core campaign, advertising for the individual National Lottery games will be badged with the Team GB and ParalympicsGB logos, and the Lotto ‘It Could Be You’ TV ads will be updated with a Tokyo twist – meaning that, at every National Lottery touch-point, players will be reminded of the part they play in funding athletes.

The television advertisement was created by adam&eveDDB, with media planning and buying conducted by Dentsu.