The iconic “It Could Be You” advertising tagline, which was used to launch the UK’s first ever National Lottery in November 1994, is making a comeback this Autumn. The slogan, along with the giant gold hand, has not been seen on screens for more than 26 years. They have been reimagined to reach new audiences to support the nation’s millionaire-making game, Lotto.
As The National Lottery’s flagship game, Lotto has created over 3,500 millionaires since the first draw in November 1994. Allwyn, the operator of The National Lottery, will be using the ad to showcase real people winning and support an optimistic nation that is longing for a bit of hope and ‘what if’ belief moments. The campaign features real Lotto millionaire winners from across the years in cameo roles declaring “We won, and you could too!”.
The winners include Chris & Geraldine Bradley from Carmathenshire who were part of a family syndicate with grandfather, Bob, and father, Barry, and shared a £3,570,063 win in 2006. Also featured is Sarah Cockings from Newcastle who won £3,045,705 at age 21. The campaign sees an appearance from Gary MacDonald, who drove a delivery van round Lakeside Shopping Centre (Essex) before he scooped the £5,208,504 jackpot in April this year and took early retirement.
The campaign supports a study of more than 2,500 people by The National Lottery that Britons would like more hope in their lives and that we are, at heart, a nation of believers. They have found that 98% of people say that as a nation we could all do with a bit of hope right now. A further 89% of Brits have their fingers crossed for something good to happen, with 41% hoping to win the Lotto. Underlining how we are a nation of optimists, the majority of public (53%) consider themselves to be lucky, with 72% believing that being positive or hopeful can change the outcome of events. While 40% of the nation don’t believe they are lucky, 61% of people do feel most optimistic when they have something to look forward to.
Steve Parkinson, Brand & Marketing Director at Allwyn UK, operator of The National Lottery, said: “The original tagline ‘It Could Be You’ has always struck a chord with our players and it has never left us. We know our players still use the phrase when they buy tickets and enter the draw and there is a great amount of nostalgia attached to it. But there’s also a new generation of players that want those ‘what if’ magic moments that Lotto provides. People win Lotto week in, week out, and we all have a chance if we buy a ticket. We wanted to embrace that and involve some of the real winners from across the years to demonstrate that anyone can win.”
The ‘It Could Be You’ advertisement was used to launch the nation’s very first National Lottery game and the tagline became instantly recognisable. It was coupled with a giant pointing hand descending dramatically from the sky indicating that anyone could win.
Steve Parkinson comments, “’It Could Be You’ confidently taps into The National Lottery’s history of changing lives, but it also comes at a moment where the British public have been telling us they’d love a bit of more hope in their life. We are at heart a nation of optimists who want to imagine what might be possible.
“’It Could Be You’ has always sparked people’s imaginations and underpinned the magic of winning. Since it started, Lotto has created over 3,500 millionaires and continues to offer huge jackpot prizes in every draw. We all hope and dream that it could be us one day and this campaign aims to get the nation talking about what they would do if it was them next!”
The advert was directed by celebrated commercial director Dave Meyers, who has also shot music videos for the likes of Taylor Swift, Sabrina Carpenter, Harry Styles, Kendrick Lemar, Billie Eilish, Dua Lipa and Megan Thee Stallion.
The 30” advert will broadcast on TV first on Monday 1st September with a peak Coronation Street slot. Along with a refreshed look and feel to the Lotto game, Lotto players will also see additional special draws to win non-cash prizes and holidays on offer throughout the Autumn.
Chris and Geraldine Bradley, 54 and 56, won a share of a family syndicate Lotto win of £3,570,063 on 11 March 2006. They live in the Pembrey area, Wales, where the couple are currently renovating their new home.
“I never wanted to give up my job as a hairdresser, so I still work two full days a week. I love chatting to the customers.”
The money has allowed the couple to indulge their passion for motorbikes. For Geraldine’s 40th, she treated herself to a £7,000, 600cc Honda motorbike with a top speed of 156mph. Now, every weekend the couple don their motorbike leathers and go riding.
Gary MacDonald, 60, from Essex scooped a fabulous Lotto jackpot of £5,208,504 in April this year. At the time he famously said he had never been sworn at so much as he shared the news with friends and family. Since the win, Gary has retired from his job delivering goods to Lakeside Shopping Centre and married his long-term partner, Anita. The couple have also been searching for their dream home, and garden, and hope to move soon.
On set Gary said, “The last four months have been absolutely amazing. I’ve made so many people happy, I’ve made myself happy, I have retired, and I have finally married my beautiful wife after 25 years. It’s been a year of many firsts for me and the filming of this was another crazy one! They had me playing golf in one scene, trying to get out of a bunker – I gave it my best shot, but I may be better suited to crazy golf. I was just a regular delivery driver a few months back and now I am in an advertisement! It’s mad!”
Talking about how people have reacted to him since winning, Gary said: “I seem to have become a lucky mascot for other people. They keep rubbing me for luck or shaking my hand. I even got rubbed in the doctor’s surgery last week. I’m gradually getting used to it!”
Sarah Cockings, 41, from Whitley Bay, won a £3,045,705 Lotto jackpot on 30 April 2005. She said: “When I won, I was studying social care at Northumbria University and living at home. It was my mum’s dream to see me graduate, so I went back to university.”
Sarah treated herself to a Swarovski diamond-studded watch immediately after winning. She has since bought her own house in the Whitley Bay area and invested some of her win. She is raising her four children and has also paid for breast enhancement surgery for herself and her two sisters.
Speaking at the advertisement filming, she said “I have never done any acting before and have loved being part of this and being on set with all the other winners. It’s been a great experience.”
