These 4 Ads for Spain’s Christmas Lottery Are Each a Masterclass in Storytelling

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Each year, the Spanish Christmas lottery releases what is typically one of the year’s best ads. But not this year. For 2019, it released four of the year’s best ads.

The campaign was created by Madrid agency Contrapunto BBDO, now in its second year on the client, which was made famous in global ad circles by Leo Burnett Madrid with spots like 2015’s Cannes Lions Grand Prix-winning “Justino” and 2016’s installment about a community’s loving support for a woman who wrongly thinks she’s won.

This year, the lottery is releasing four 90-second spots from high-profile Spanish directors and featuring well known actors from Spanish cinema, theater and television.

Unlike most lotteries that reward individuals, Spain’s Christmas lottery typically rewards groups of coworkers, relatives or friends who pooled together to buy tickets with the same number. So the ads tend to focus on groups including and looking out for each other.

Despite moving away from the format of one long-form narrative video, the campaign retains the soul of the annual lottery ad, this time splitting its message into four different, fantastically crafted stories.

The campaign, called #UnidosPorUnDécimo, or “United by a Decimal” in reference to each group’s shared ticket number, was produced by Pueblo Films and involved directors Rafael López Saubidet, Andrés Salmoyraghi and Augusto Zapiola.

Here’s a look back at some of the other memorable Spanish Christmas lottery spots from recent years:



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