Lotto Powerball's poignant tale about a boy's relationship with his father has pulled at the heartstrings of enough Kiwis to earn the spot Colmar Brunton's Ad Impact award for last month.
Launched in mid-July, the spot served as a major change in creative direction for the client, which had previously run a series of ads featuring an over-enthused office worker high-fiving a various characters across an assortment of exotic locations.
"We wanted to tell a story of what freedom might mean to one family," said Lotto NZ chief marketing officer Guy Cousins. “It’s beautifully shot and it’s quite emotional. The film is the start of a long-term campaign across many touch-points that encourages New Zealanders to 'Imagine' what they could do with their lives, to put themselves in the picture, and to dream about winning the big one.”
And this approach seems to have resonated with the audience, the the Colmar Brunton team pointing out that the ad sparked many conversations after viewers had seen it.
"Consumers find the ad very engaging and enjoyable to watch, hence it has strong impact and is a highly memorable TV ad," said the Colmar Brunton judging panel. "The response is highly emotional with strong brand appeal and affinity for Lotto Powerball, a great ad for building long-term brand equity."
While the Lotto Powerball ad landed the award for July, it faced strong competition from the 'Trivago knows everything about hotels' spot, which told an elaborate tale of bellboy's chance encounter with a beautiful princess.
And finishing in third place DB Export's Brewtroleum spot that positions the average beer-drinking male as the potential saviour of the world.