Britain was the country that turned Christmas into an advertising showcase. But this year, a Spanish ad from Leo Burnett Madrid might just beat anything the U.K. turns out.
The holiday season in Spain unofficially kicks off with the much-anticipated annual ad for the Christmas lottery. A national tradition since 1812, the Christmas lottery is more of a group affair than other lotteries—it’s traditional for people to share the winnings by buying shared tickets with colleagues, friends and family.
The new Burnett spot captures this sentiment beautifully through the story of Justino, a lonely overnight security guard at a mannequin factory.