Spanish lottery bets on unity in Christmas message

The ad for Spain's Christmas lottery El Gordo - The Fat One - is eagerly awaited as the harbinger of seasonal good cheer, and tends to carry a down-to-earth yet magical message based around its core values of solidarity and generosity. This year is no different: you don't need to be a Spanish-speaker to catch the frisson of excitement running through the remote mountain village as a clandestine delivery kicks off a torrent of goodwill 'secret Santa' giving in the picturesque snowbound surroundings. The tagline is 'the lottery that unites us' (e sorteo que nos une) and the 2021 messages urges sharing good luck with those we share life with. Nowadays commanding a pot of some 2.5 billion euros, with a jackpot round 750 million, El Gordo has been running since 1812. Talking of millions, Spaniards band together at work, in families and among friends to secure a 'décimo' or fraction of a ticket, and keep a close eye on TVs across the nation on December 22nd as pupils of the San Ildefonso school (formerly for orphans) sing out the winning numbers. What do you think of this year's campaign, which comes after many months of lockdowns and other Covid-19 related restrictions?

Keywords: Loteria Nacional anuncio 2021, El Gordo anuncio 2021, Christmas ads 2021, Spanish National Lottery ad, BBDO