Gogglebox stars react to new Lotto advert in latest Channel 4 partnership
Allwyn’s Lotto advert was designed by creative agency VCCP, with the cast-led version produced by Gogglebox production company Studio Lambert.
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Gogglebox, the hit Channel 4 series from producers Studio Lambert, will now see some of its favourite cast members popping up in the show’s ad breaks, as part of a new contextual ad partnership between Channel 4 and Allwyn, The National Lottery operator. It was brokered by media agency Hearts & Science.
Stars including Giles and Mary, Jenny and Lee, Pete and Sophie, Simon and Jane, and Tremaine, Twaine and Tristan, have been captured reacting to Allwyn’s latest National Lottery advert, which shows people across Britain discussing entering the Lotto and their belief in winning. The cast hilariously react to those sceptical - with Giles adding in some statistical chances of his own - before sharing their thoughts on what they’d do if ‘the giant gold finger’ chose them.
The star-led advert - which will run in between episodes for six weeks - will also feature on Channel 4 streaming, Channel 4’s YouTube, and the broadcaster’s Instagram, Facebook, and TikTok accounts, as well as the cast’s own social platforms to increase its reach.
It builds upon Channel 4 Sales’ and Allwyn’s previous partnerships, including three-part branded entertainment mini-series, 'Lucky Days', which followed a group of comedian friends who each won £10,000.
Credits
View on- Agency VCCP/London
- Production Company Studio Lambert
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Credits
View on- Agency VCCP/London
- Production Company Studio Lambert
- Production Co. Hearts & Science/New York
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Credits
powered by- Agency VCCP/London
- Production Company Studio Lambert
- Production Co. Hearts & Science/New York
Allwyn’s Lotto advert was designed by creative agency VCCP, with the cast-led version produced by Gogglebox production company Studio Lambert. Hearts & Science also supported on a wider integrated campaign focused on winnable moments.
Sam Hicks, Head of Advertiser Strategy at Channel 4, said: “Gogglebox is one of Britain’s most beloved shows, and fans are always keen to see more of the cast’s reactions. Our partnership with Allwyn provides a perfect means for this, letting the cast react in their ever-hilarious way to the new Lotto advert.
“Channel 4’s contextual ad partnerships enable brands to build relatable connections with audiences, through original, standout content designed to entertain and align with our shows.”
Steve Parkinson, Brand & Marketing Director at Allwyn UK, added: “The National Lottery is all about a little hope and a ticket – the ‘what if’ chances to dream. Seeing the Gogglebox families share their stories and superstitions about The National Lottery is so heartwarming. From Pete’s mum rushing down to the local shop to buy a Lotto ticket every Saturday, to Giles highlighting his local Wiltshire Wildlife Trust, receiving £250,000 of Lottery funding. And we’ve fingers crossed for Jenny’s wish to become her family’s third big National Lottery winner! That’s exactly the kind of hopeful moment that anyone can win.”
Rebecca Burke, Managing Partner, Hearts & Science added: “Gogglebox is a natural fit for The National Lottery brand, providing an opportunity to seamlessly integrate the new “It Could be You” Lotto messaging and tap into a diverse set of engaging opinions from across the UK. Sprinkled with humour and grounded in real life, this partnership will remind audiences of the role that Lotto plays in everyday conversations across the UK.”
