Touching Spanish Lottery spot via Leo Burnett shows there’s no bigger prize than sharing

Spain’s State Lottery, Loterias y Apuestas del Estado, has released its new campaign, “December 21st”, dedicated to the Christmas Lottery.

The campaign picks up on the already famous claim “There’s no bigger prize than sharing” to tell a story full of humanity and optimism. As with last year’s multi-award winning campaign, once again, the idea is based on the concept of sharing, a fundamental and unique characteristic of the Christmas Lottery in Spain.

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Nevertheless, this campaign shows a significant difference from the two previous ones (“El Bar de Antonio” and “Justino”), since what is shared this year is the main character’s enthusiasm and joy. The film tells the story of Carmina, the town’s retired teacher, who, on the morning of December 21st, thinks she has won the prize because she has seen on TV a news story on last year’s Chirstmas Lottery.

Her joy is such that no one feels capable of telling her she is making a mistake and that the lottery really takes place the next day, so her loved ones gather all the neighbors to celebrate. Due to Carmina’s love and generosity, the entire town celebrates a prize that isn’t real, up to the point that the prize comes in second to the happiness of sharing joy with your loved ones. Sharing becomes so important that Carmina, in a touching gesture, gives away her “winning” ticket to her family.