Solution & Cultural Context:
This campaign for Lotto plays on the fact that sometimes, it might be better for Britain if certain people’s Lotto-winning dreams stay as precisely that: dreams. Our only hope is for the general public to play Lotto and win so we can avoid the catastrophe of James Blunt realising his aim
whole of the UK eligible to play the Lotto
James Blunt is Britain’s most love-to-hate celebrity. His song: ‘Beautiful’ was voted the UK’s number one most annoying song, ever. He is well known for his self-deprecating humour and quick witted, acerbic responses to criticism. He rarely agrees to appear in advertising
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