This Year's Lovely Christmas Ad for the Spanish Lottery Has a Surprising Outcome: Nobody Wins

Unifying magic from Leo Burnett Madrid

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

The Spanish Christmas lottery is special. It boasts one of the biggest prize pools in the world, and paid out more than $2 billion in prizes last year.

Lotto tickets are typically sold in series—employers can give the same number to employees, or whole communities can buy into a shared hope of fortune. If their number is drawn, the prize is split among everyone. Most Spanish people hold a portion of the Christmas lottery stakes every year, even if they don’t play at any other time.

Building

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in