Adwatch (22 June): Top 20 recall - EuroMillions is on the money

More memorable than other National Lottery ads, thanks to a touch of Eurotrash.

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'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
Latest Jun-15 Brand Agency/TV Buyer Recall
rank       %
1 (–) Confused.com  Hornet Inc/PHD 43
2= (–)

Pedigree

Dentastix 

TBWA\London/

ZenithOptimedia

40
2= (–) Sky 

Brothers & Sisters/

MediaCom

40
4 (–) Amazon Kindle 

In-house/

Mindshare

39
5= (15=) Morrisons  DLKW Lowe/MEC 38
5= (–) Nintendo Wii  Karmarama/MEC 38
7= (–)

Kellogg's Choco

Krave 

Leo Burnett/Carat 35
7= -5

Fox's Biscuits -

Ambers 

Mother/MediaCom 35
9= (–) Wall's Sausages 

Saatchi & Saatchi/

Vizeum

34
9= (–) DFS  Uber/MediaCom 34
9= -12 Tesco 

The Red Brick Road/

Initiative

34
12 (-) Foxy Bingo  Biscuit Agency/Concord 32
13 (–) Andrex  JWT London/Mindshare 31
14 (–) ING Direct 

Beattie McGuinness

Bungay/PHD

30
15 (–)

Garnier Nutrisse

Ultra Color 

Publicis/

ZenithOptimedia

26
16 (15=)

National Lottery

EuroMillions 

Abbott Mead Vickers

BBDO/OMD UK

24
17= (–) Vision Express  Dare/Walker Media 23
17= (–) Halfords 

DLKW Lowe/Walker

Media

23
19= (–)

Rimmel Glam'Eyes

Mascara 

JWT London/OMD UK 22
19= (–) Vodafone 

Bartle Bogle Hegarty/

OMD UK

22

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