Camelot launches new ‘Scratch and See’ ad campaign


Camelot has announced the launch of a brand new advertising campaign for National Lottery Scratchcards under the strapline, ‘Scratch and See’. The multi-channel campaign – which features five national TV ads, OOH and digital, as well as an exclusive media partnership with Bauer Media – will kick off on Sunday (29 October) with the first 30” ad airing during The X Factor.

The campaign uses scratch-off panels, like those used on National Lottery Scratchcards, across the creatives – constructing a sense of mystery as to what’s underneath. On TV, the blind date-themed ads are voiced by Jennie Bond and see a woman, Harriet, on a series of five different dates. All of her could-be suitors are covered by the panel, which she then scratches away to reveal potential partners – all of whom have their own interests and quirks.

The digital assets feature an astronaut in space, scratching off the panel to uncover a variety of different items – from the everyday (like a globe) to the more surreal (like a hot dog and panda balloon). The three OOH executions see the astronaut, as well as a boxer and an acrobat, all in the process of scratching off the panel – leaving what might be underneath to the imagination.

The ‘Scratch and See’ campaign will also see Camelot partner with Bauer Media on bespoke content fronted by Made in Chelsea star, Jamie Laing. This will include a scratch-off panel in Heat magazine on the ‘Torso of the Week’ page, which readers can remove to reveal a competition. This will offer the chance to get lucky every day across the month of November with ‘30 Days of Luckiness’ with ‘Laing’s Lucky Streak’. Tailored content has also been produced for Closer and The Debrief.

Hayley Stringfellow, Head of Brand Marketing for The National Lottery, said: “There is a sense of anticipation when you play a National Lottery Scratchcard that we’re trying to replicate with this campaign. We’ve created a range of different executions that are all variations on a theme, so even if someone has already seen a couple of the ads, they might still be surprised by a new ending that they’ve not seen before. We’ve also included a few slightly bizarre reveals, to potentially make people do a double-take and to keep them guessing what might be uncovered next time.”

The TV ads were created for Camelot by AMV BBDO, with media planning and buying done by Vizeum. All OOH executions were created by Camelot’s in-house Creative Services Team and digital content was created by Iris. The campaign will run until mid-December.