It's Mother's Day next weekend, and Lotto is drawing attention to all the things that magically happen thanks to the unspoken efforts of mum.
The 30-second spot follows a young boy's experience with his mum at home. As he sleeps peacefully in front of the TV, we see a series of 'magical' instances occur before our eyes. We watch as the boy's "floordrobe" returns itself to his wardrobe, his toys become neatly packed up, his dinner appears instantly on a plate, and no matter where he falls asleep, he always seems to wake up in his bed.
Lotto NZ chief marketing officer, Guy Cousins, explains that while this piece is a shorter retail promotion for Triple Dip, it still delivers a heart-warming message which has been a common theme throughout Lotto's branding.
“Lotto NZ has produced a range of ads with a consistent thread – Kiwi family tales about love and generosity. We didn’t see why this piece, even though retail-focused, couldn’t share some of that same warmth,” says Cousins.
Sweet Shop director Dylan Pharazyn adds: “I loved the idea of mum’s magic in this script. The realism we used brings to life the transformation of messy to tidy, just as a child might imagine. It’s a warm and genuine thanks to mums for all the work they do that goes unnoticed.”
This isn't the first time Lotto has celebrated the mothers among us. Last year, it released a fantastical piece of storytelling with its 'Mum's Wish' campaign. The spot shows a group of children coming together to fulfil a wish of their recently passed mother. From there, the narrative oscillates between the present and the past as the viewer is taken on an elaborate treasure hunt orchestrated by the larger-than-life mother, who hid a massive bounty in her garden for her kids.
The previous year, Lotto released its 'Pop's Gift' spot in the lead into Father's Day, which shows a young boy's pirate ship imagination come to life to be reunited with his hardworking father.
Chief Marketing Officer: Guy Cousins
Head of Marketing Communications: Keri Merilees
Senior Marketing Communications Manager: Genna Duff
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Directors: Brett Colliver and Mike Felix
Art Director: Jake O’Driscoll
Copywriter: Sylvia Humphries
Lead Business Partner: Kate Lines
Account Director: Lucy Paykel
Account Manager: Arameh Bozorgi
Planning Director: Rupert Price
Senior Agency Producer: Samantha Royal
Executive Producer: Judy Thompson
Production company: The Sweet Shop
Director: Dylan Pharazyn
Managing Director/ Executive Producer: Fiona King
Executive Producer: Larisa Tiffin
Post production online: Palace Studio
Editor: Sam Brunette