UK's National Lottery Campaign Tells a Love Story Spanning Three Decades

The ad showcases how a couple's relationship intertwines with the lottery

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The U.K.’s National Lottery has been running for nearly 30 years, and its latest campaign covers its lifespan while also telling the love story of Edward and Isaac.

Beginning on a quiet evening in 1994—also the day of the first lottery draw—the 90-second ad titled “Pockets” spans three decades, showing how the National Lottery and the pair are intrinsically linked.

Released at the start of Pride Month, the ad was directed by Oscar winner Tom Hooper and created by adam&eveDDB.

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