An Ellie Goulding cover of the 60s classic, What the World Needs Now will soundtrack a new campaign from People’s Postcode Lottery.
The Edinburgh organisation has commissioned the advert to thank players for their contributions.
Shot on a street in Orpington, it follows Tom Allen as he visits player “Sarah” with a message of thanks.
The film then showcases how the lottery helps fund charities.
“I am extremely proud of this campaign as it sets a new standard for us creatively and highlights what we do every day as a charity-focused lottery,” said Mark Harrison, Head of Creative at People’s Postcode Lottery.
“Our starting point was an ad produced by our sister lottery in the Netherlands, Nationale Postcode Loterij, named Thank you, Johan. Our creative team built on this, collaborating with GOOD Agency, and J Marlow from Outsider, to create an iconic soundtrack that I know will make a lasting impression across the nation”.
A 60second version first airs tonight during Taskmaster, with a longer version appearing during The Voice final.
A broader campaign planned and bought by the7stars, spans SVOD, BVOD, online video, and social media, and is supported by a geo-targeted Digital OOH campaign, with regional shoutouts thanking players in key regions.
The creative is a strategic shift for the charity lottery brand, which has previously focused on the benefits to winners, rather than the good causes.
