Camelot, the operator of The National Lottery, is launching The National Lottery’s largest ever brand campaign – a summer-long, fully integrated multi-channel push that reminds players that, every time they play a National Lottery game, they’re helping Team GB and ParalympicsGB athletes in Tokyo.

Running across TV, Radio, Digital and high-impact OOH – as well as on all owned National Lottery channels and in 44,000 National Lottery retailers across the UK – the campaign first airs on Wednesday 7 July, with the new blockbuster TV ad premiering in a 30” spot during England v Denmark, and with further primetime ad slots throughout the week – including during the Euro Final on Sunday, Coronation Street and Love Island.

The athlete-studded blockbuster TV ad – which features sprinter Jonnie Peacock MBE, wheelchair tennis player Jordanne Whiley MBE, taekwondo athlete Lutalo Muhammad, discus thrower Dan Greaves, paracanoeist Emma Wiggs MBE and race walker Tom Bosworth – sees members of the public across the UK comically trying to lend their support to the athletes by making cups of tea, attempting to put them through their paces (badly!), and gathering up household items for them to practice with (such as piles of plates for discuses). As the ad draws to a close, a voiceover from Dermot O’Leary declares: “There is an easier way to support our athletes. Just play The National Lottery. When you play a little, you help our athletes a lot.”

Alongside the unmissable core campaign, advertising for the individual National Lottery games will be badged with the Team GB and ParalympicsGB logos, and the Lotto ‘It Could Be You’ TV ads will be updated with a Tokyo twist – meaning that, at every National Lottery touch-point, players will be reminded of the part they play in funding our athletes. Players will also be given more chances to win with a special edition Gold Scratchcard and special event Lotto and EuroMillions draws. And then, as the Games begin, the advertising will shift to celebrate gold medals as they happen in real time – putting National Lottery players at the heart of every triumph.

“Through the scale and reach of this campaign – The National Lottery’s largest ever – we want players left in no doubt of the role that they play in supporting our Olympic and Paralympic athletes. Our blockbuster TV ad – starring an incredible group of our Team GB and ParalympicsGB heroes – will be followed by high-impact out-of-home, an unmissable retail presence and thumb-stopping stories on digital. Then, as the Games get underway and the medal count begins, we’ll plant ourselves at the heart of Team GB and ParalympicsGB triumphs to remind the nation that our athletes’ success is built on play.”
“Over the course of this momentous summer of sport, National Lottery players should feel incredibly proud of their contribution, so we’ll be connecting purpose with play at every possible opportunity. We truly can’t wait to collectively celebrate all of the winning moments.”

– Keith Moor, Camelot’s Chief Marketing Officer

The TV ad was created by adam&eveDDB, with media planning and buying done by Dentsu.

The National Lottery Tokyo Credits
Project: The National Lottery “You Play Your Part”
Client name & job title: Camelot UK Lotteries Limited:
• Keith Moor, CMO
• Anna McInally, Head of Marketing Communications
• Sophie Morgan, Marketing Manager
• Uzma Arif, Brand Manager
Creative Agency: adam&eveDDB
CEO: Tammy Einav & Matt Goff
Group Executive Creative Director: Ben Tollett
Creative Directors: Steve Wioland & Matt Woolner
Social Director: Sophie Chaytor-Grubb
Social Creatives: Rebecca Wilson & Josh Dishman
Global Planning Partner: Heather Alderson
Planning Director: Stuart Williams
Senior Planner: Sarah Benson
Managing Partner: Sam LeCoeur
Business Director: Victoria Ellis
Account Director: Ashley Lewis & Cosmo Haskard
Account Manager: Tejen Shah & Frankie Cuffaro
Project Manager: Jackie Barbour
TV Producer: Charles Woodall
Social Producer: Claire Peacock & Lucy Trower
OOH Producer: Jaki Jo Hannan
Media Agency: Dentsu
Chief Strategy Officer: David Grainger
Media Managing Partner: Flora Kong
Media Client Partner: Hayley May
Media Strategy Director: Emma Saddleton
Media Client Director: Dominic Sadler
Media Digital Account Director: George Smart
Production Company: Academy
Executive Producer: Simon Cooper
Producer: Tom Cartwright
Post Producer: Frankie Elster
Director: Si&Ad
Editing Company: Final Cut
Editor: Kit Wells
Post Production: ETC
Audio Post Production: 750mph
VFX Artists: ETC
DOP: Tim Sidell

About Camelot:

  • Camelot UK Lotteries Limited is the licensed operator of The National Lottery® and is committed to raising money for National Lottery Good Causes designated by Parliament. Camelot is not responsible for distributing or awarding these funds.
  • The National Lottery generates, on average, £36 million each week for National Lottery-funded projects. In total, over £43 billion has now been raised and more than 635,000 individual grants have been made across the UK – the equivalent of around 225 lottery grants in every UK postcode district.
  • The National Lottery funds over 1,000 elite athletes across the UK as they prepare for Tokyo and beyond. That funding ensures they can train full time and benefit from world-class coaching, facilities and support.
  • The National Lottery has so far awarded over £80 billion in prizes and created more than 6,100 millionaires or multi-millionaires since its launch in 1994.
  • The UK National Lottery is ranked just 60th in the world in terms of per capita spend, despite being the fifth largest lottery in the world by sales – underlining Camelot’s strategy to encourage lots of people to play but to only spend relatively small amounts (Source: La Fleur’s 2021 World Lottery Almanac).
  • For further information on Camelot, The National Lottery and its games, please visit: and
  • Players of all National Lottery games must be aged 18 or over.

For further information, please contact:

Camelot Press Office: 020 7632 5711