Ad of the Day | The Spanish Christmas Lottery Campaign Takes a Trip Down Memory Lane

Nov. 20, 2020

Contrapunto BBDO  reminds us of the thousands of personal stories that lie behind the Christmas Lottery tickets that have been shared over the years, and  how, this year, many of these stories will be very unexpected. 

The Spanish Christmas Lottery goes back more than 200 years and has now  become a tradition that every Spaniard looks forward to, as much as they do for  Christmas Eve or New Year’s Day. Unlike any other lottery in the world, people prefer sharing their lottery tickets with others rather than playing in their own,  because it represents that special bond that brings them together.

Year after year, people all over Spain await the arrival of the Christmas Lottery campaign, whose ads have also achieved international acclaim, such as winning the Grand Prix at Cannes in 2016. 

Given that this is such an extraordinary year, it made sense that a campaign featuring a tradition so deeply rooted in Spanish society would also portray the extraordinary circumstances that we are all living today. However, far from  focusing on the current context, this year’s campaign takes us on an emotional journey through the history of this unique lottery to remind us not only of how long  it has been an integral part of people’s lives but also to show us the power it has  to deliver highly emotional messages.