The announcement of the Christmas lottery of Lotteries and Betting of the State was known this Thursday and once again it is a spot that appeals to feelingsto solidarity and that calls to share tenths.
The ad shows Julián, a man who lives in a town in emptied Spain, a Galician village around Vigoand by chance, he is interviewed by a reporter when he goes to a nearby town to buy lottery tickets. “I have no one to share the tenth with“says the character, who goes viral on social networks, with everyone sharing their tenths with him.
In the end, the winners of the jackpot also shared it with him, as well as many other winners, thus achieving that his small town regains a little life and giving a lesson in solidarity.
“The solidarity is more necessary than ever right now“, claimed this Thursday at the press conference presenting the announcement by the president of State Lotteries and Betting, Jesús Huerta Almendro, who has shown his condolences to those affected by DANA and has celebrated news such as the reopening of the administration number one from Benetússer, one of the towns at ground zero.
In his words, “Opening the point of sale is a way to transmit enthusiasm and hopeand send a message that with resilience we can rise after the disaster.
Regarding the possibility that there are tenths damaged by the situation in which some administrations and houses have been left, Huerta explained that how to proceed is being evaluated, but has assured that they are trying to “find the best way to help them.
“Through Julián what we want is tell the story of an entire country and how it is able to organize itself to solve a person’s problem,” explained the creatives of the spot, the work of the Proximity Madrid agency.
The advertisers have also wanted to claim “the abandonment of rural areas”, in addition to the “interconnection to which we are subjected, which is often criticizedbut on this occasion it serves to achieve a common objective.”
The ad budget – which consists of the extended ad, shorter versions, radio spots and graphic images – It has risen in 2024 to around 800,000 euros.