This Christmas lottery ad ‘Justino’ by Leo Burnett Spain just gave us Pixar feels. How…? About the ad:
The holiday season in Spain unofficially kicks off with the much-anticipated annual ad for the Christmas lottery. A national tradition since 1812, the Christmas lottery is more of a group affair than other lotteries—it’s traditional for people to share the winnings by buying shared tickets with colleagues, friends and family.
The new Burnett spot captures this sentiment beautifully through the story of Justino, a lonely overnight security guard at a mannequin factory. Justino passes the time by playing with the mannequins, and setting them up in poses for the factory’s daytime staff to enjoy. And in the end, they repay his kindness in an unexpected way.
Via FastCoCreate:
The idea of a shared festive lottery win has specific relevance in the Spanish market and informed the thinking behind the ad. Leo Burnett Madrid chief creative officer, Juan García-Escudero explains, “The Spanish Christmas national lottery (Lotería de Navidad) is unlike any other lottery in the world. The reason is that numbers are divided into tenths so it has become a tradition that families, friends and colleagues buy tickets with the same number. If they win, they win together. That’s what makes it so unique and it was the reason behind the concept.”