'A doctor once said to me you're nothing without your wealth.' Not my words, the words of Hector, the oligarch-style character fronting the latest campaign for National Lottery EuroMillions (although thinking about it, it could have been a future warning from a fully privatised NHS doctor pointing out that, without a few 'euro millions' in the bank, it will be back of the queue for you, Mr Colyer - and you can forget all about that hip replacement).
That's not going to be a problem for Comrade Hector, who's seemingly struck it big in either the oil fields of Russia or with a line of lucky numbers on the EuroMillions lottery, using his new-found wealth to live it up by the poolside with his newly acquired supermodel girlfriend and customary butler.
Luckily, his girlfriend puts him right on his doctor quote, pointing out that it's 'you're nothing without your health'. 'Whatever,' implies Hector, with a shrug of his shoulders.
Money has afforded Hector that rarefied air where he can afford mild indifference and take a back-seat philosophy on life, with a mojito in one hand and a gold credit card in the other. That said, slightly daft Hector and his mini-entourage come across as a laugh, and you probably wouldn't mind spending the afternoon on his catamaran re-enacting Duran Duran videos and listening to the cheeky anecdotes of the newest Euro playboy.
As campaigns go, I wanted to come at this one with real venom. I admit a deep loathing for many incarnations of the National Lottery offerings, all seemingly bland, forgettable and generic. In fact, I can't name one off the top of my head, apart from, maybe, the launch campaign; pretty poor for a product with such awareness spend. As a differentiator, though, this one kind of resonates, spells out a EuroMillions difference to me and adds a touch of Eurotrash to proceedings.
I like the greyness (in my head, at least) as to whether cheeky Hector made his money in the murky world of the Russian power industry or whether he's just a jammy Clapham Junction commuter who's struck gold in the shape of seven plastic balls.
He's charming, an everyday philosopher and a good brand representation for the lifestyle you could be living on some Mediterranean beach, should you buy a winning EuroMillions ticket.
A word of warning though. If you do end up on cheeky Hector's yacht, he looks like he's the kind of guy who, off-camera, would challenge you to a round of Russian roulette - with an 'It could be you' cheeky line delivery and a big grin on his face.
|Adwatch (June 22) Top 20 recall|
Brothers & Sisters/
Saatchi & Saatchi/
The Red Brick Road/
|12||(-)||Foxy Bingo||Biscuit Agency/Concord||32|
Abbott Mead Vickers
|17=||(–)||Vision Express||Dare/Walker Media||23|
|19=||(–)||JWT London/OMD UK||22|
Bartle Bogle Hegarty/