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Have any recent ad campaigns caught your attention for the right reasons? Our four guest reviewers have all been seduced
TalkingPOINTS National Lottery – Making Magic Happen
Featuring a man-made rainbow and filmed at daybreak in July, ‘Making Magic Happen’ was created by DDFH&B and produced by Sweet Media.
My favourite ad of all time is actually for Citibank in the US but as a marketer, I know I would lose you, the reader, immediately if I start- ed to wax lyrical about the merits and reach of what was a brilliant campaign – but never seen in Ireland. So, back to the home market and without question, my favourite
campaign of the moment is the TV campaign for the National Lottery – ‘Making Magic Happen’. For me, it’s all about the feelings it evokes and the pure optimism
that is so evident from start to finish. This ad has the feel-good factor on every level. It portrays Dublin
as a dynamic, contemporary, multicultural city. It showcases the capital at its very best on a dewy, sunny day and demonstrates that no matter who you are, where you are from and what your social standing is, everyone has a chance to win the National Lottery. Anything is possible if you believe and it’s this magical theme that imbues every second of the ad and continues to reel me in, time and again. It’s beautifully shot by Sweet Media, using the most appropriate of
soundtracks creating a wistful backdrop to the whole execution. Selecting Elvis Presley’s Pocketful of Rainbows was an inspired choice. The National Lottery’s key messages are simple and are
simply but cleverly communicated in its latest TV offering. But do you know why I really like this ad? It just makes me smile.
Jerry Comyn is sales director at Radio Nova.
36 Marketing Age Volume 4 Issue 3 2010
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