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

Unifying magic from Leo Burnett Madrid


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.

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