Lotto: #PleaseNotThem

Close your eyes and imagine that it's 7.30pm on Saturday night, you're sat in front of the TV, snug in your chair, Shane Ward is on and they're calling out the Lotto numbers... and you're holding the winning ticket.

What would you spend the money on? An exotic holiday? A new house? A sportscar...?

Hopefully you wouldn't spend it building your own themepark with your face plastered all over it...

Or create a 24-hour TV channel featuring... just you.

That's what Piers Morgan, Katie Price and Laurence Llewelyn Bowen would do.

The new spots for Lotto, created by AMV BBDO and helmed by Jeff Low, remind viewers that just by playing they are in with a chance to win.

And the hilarious campaign urges the public to play to reduce the celebrities' odds of winning using the tagline #PleaseNotThem.