Spain’s Christmas Lottery is an annual event, which sees Spaniards team up to buy multiple tickets in the hope of gaining an extra special Christmas present.
The Loteria de Navidad or Spanish Christmas Lottery has grown in popularity over recent years as people across Spain teamed with neighbours, colleagues, family, and friends to buy tickets for ‘El Gordo’ or the ‘Fat One’ on December 22.
In line with this, the annual Christmas advert has become a highly anticipated event to ring in the festive season, much like John Lewis in the UK.
Last year, it’s heartwarming Pixar-style animated film Justino, not only won over audiences around the world, it also picked up a host of awards including the Cyber Grand Prix at Cannes.
This year, it’s returned with a 5-minute long heartwarming film guaranteed to fill you with Christmas spirit.
The film ‘December 21’, tells the story of Carmina, a retired teacher who believes that she’s won the four million Euro prize – and rushes off to tell the rest of her village.
Filmed in the picturesque seaside village of Villaviciosa in northern Spain, the ad was created by Leo Burnett Madrid and directed by Santiago Zannou.
This is heartwarming storytelling at its best and if you can't make people cry at Christmas then when can you?
‘December 21’ is a beautiful Christmas story, which showcases friendships, community, sharing, and love.
This film continues the Spanish Christmas Lottery strategy to promote the lottery with a message of sharing and community. The ads push the message of family, friends, and sharing rather than focusing on the actual win, which is what makes them so powerful. And unlike previous films, this ad doesn’t even show anyone winning the big prize, which only increases the viewer's desire to enter.
Clearly the message here is that winning isn't everything and that some things are more important than money. A truly wonderful message at anytime, but especially at Christmas.
This strategy along with excellent production qualities and exceptional storytelling has helped position Spanish National Lottery as the brand to watch at Christmas time.
While the John Lewis’ Christmas ad tradition has helped establish Christmas advertising as a major branded entertainment event, comparable to the Super Bowl, with brands investing heavily to reach audiences during this peak spending period, the department store's time at the top of the pile is over.
John Lewis’ effort this year Buster the Boxer is good, but it falls short of recent years. Meanwhile, Sainsbury’s and Marks & Spencer have again launched strong competition in the battle for Christmas.
However, Spanish National Lottery has again proved it is a formidable competitor with its authentic storytelling and emotional soaked films helping to elevate it above the rest. This year's film launched online on Tuesday 15 November and has attracted more than 4 million views on YouTube in less than two days.
This is a beautiful piece of film that will warm the cockles of your heart and fill you with the warmth, compassion and community spirit that we all need, especially this Christmas.
An absolute standout piece of film.