Allwyn UK, operator of The National Lottery, today unveiled its first brand-led Christmas campaign since becoming operator, backed by an integrated programme spanning TV, OOH, cinema, digital, retail and creator partnerships.

Running for 10 weeks from this coming weekend (7 November) through to early January, the campaign, ‘This Christmas It Could Be You’, captures the magic, optimism and sense of possibility that make Christmas a uniquely special time – with a little extra belief the seemingly impossible might be possible.

Bringing to life The National Lottery's ‘Amazing Things Happen When You Believe’ brand campaign, it reminds players that something extraordinary could happen to anyone, and that their Lotto ticket could be the one that changes everything.

Developed by Allwyn UK’s creative agency of record, VCCP, and supported by Studio 59, Allwyn's in-house agency team, with media strategy and buying led by Hearts United, the campaign is led by a new hero TV ad. Directed by Tim McNaughton, through Arts & Sciences in collaboration with VCCP’s global content creation studio Girl&Bear, with VFX and post production by Framestore, the wintry festive spot tells the story of a reindeer, who dreams of flying after watching a robin take to the skies.

Refusing to let an early setback stand in his way, the reindeer perseveres and ultimately achieves the seemingly impossible. Witnessing the magical moment, a nearby rambler is inspired by what he’s seen, prompting him to reach for his National Lottery ticket in a moment of possibility.

The National Lottery’s Ambassador-in-Chief, Claudia Winkleman, delivers the closing sign-off in the TV advert: “Amazing Things Happen When You Believe. This Christmas It Could Be You.”

Alongside the campaign's hero advertising, Claudia will also front two brand-new ‘Because Of You’ Good Causes storytelling films made by The Gate, meeting the people behind National Lottery-funded projects across the UK and sharing stories of community, creativity and opportunity. The stories will bring to life the real-world impact of National Lottery funding and reinforce the connection between every ticket played and the projects it helps support.

And the festive fun doesn’t stop there. Throughout Christmas, National Lottery players can look forward to a host of special Lotto and EuroMillions draws, alongside a range of festive Scratchcards available in retail and digital Instant Win Games, offering even more ways to get involved in the seasonal fun.

A major partnership with LADbible will also help tell campaign stories to younger audiences through a mix of festive-themed social content. Featuring Rizzle Kicks star and bestselling author, Jordan Stephens, the series will explore stories of winners and National Lottery-funded Good Cause projects showing how belief, opportunity and a little bit of luck can lead to extraordinary outcomes.

The partnership will be extended through a network of creators, who will follow the journey of a National Lottery ticket to discover how it helps Good Causes across the UK. By asking people a simple question, "What do you believe in?", they will uncover authentic stories that bring the impact of National Lottery funding to life.

The festive activity has been designed to unite the full portfolio under a single Christmas platform. This will see all of the special event draws across The National Lottery’s range of draw games, as well as seasonal instants games all using the universal ‘This Christmas It Could Be You’ tagline and imagery.

By combining brand storytelling, prize-led excitement, creator partnerships and Good Causes content, the campaign aims to drive relevance during the year's biggest cultural moment and reinforce the unique role The National Lottery plays in communities across the UK.

Additional activity includes:  

- Nationwide large-format roadside and roadside digital sites.

- Special Christmas-themed OOH builds designed to create "real-world sparkle".

- Presence in high-profile locations including Piccadilly Lights and major city-centre screens.

In retail, the campaign will reach players in over 40,000 National Lottery outlets through a festive programme of point-of-sale activity, standout displays and in-store media, bringing the campaign message closer to players during the busy Christmas shopping period.

Steve Parkinson, Marketing and Brand Director at Allwyn, said: “'This Christmas It Could Be You’ is our biggest-ever campaign to date and the first to bring the entire National Lottery portfolio together under a single Christmas platform. Building on the successful return of the original ‘It Could Be You’ last year, the campaign taps into the magic, optimism and possibility that make Christmas such a special time of year.

"At its heart, The National Lottery is all about belief. It's that moment when you ask yourself, 'What if?' Whether that's imagining how a win could change your life, or seeing the extraordinary impact National Lottery funding has on communities across the UK.

"Every ticket played goes towards helping generate more than £33m for Good Causes each week, while also creating life-changing winners. This campaign celebrates those moments of possibility and reminds players that, this Christmas, it really could be you.”

Simon Connor, Deputy Executive Creative Director at VCCP, said: "Do you remember that feeling you used to feel every Christmas Eve? That unwavering belief that something amazing was about to happen.

"At the heart of this wonderful campaign for The National Lottery is a timeless story that reignites that memory, a mini-Christmas movie about belief that we hope leaps into the hearts of everyone, everywhere.

"Because at Christmas especially, seemingly impossible things happen. Things like flying reindeer and winning the lottery. But, for that to happen, first, you must believe.”

Simon Carr, Chief Strategy Officer, Hearts United UK said: “This is Allwyn UK's biggest-ever Christmas campaign for The National Lottery, and our media plan matches that ambition at every level. We’re creating a genuine national moment from day one, reaching 79% of UK adults aged 18+ in the first week alone and 51m across the campaign, making the magic of ‘This Christmas It Could Be You’ impossible to miss.

“Our media plan dovetails seamlessly with the festive season, putting The National Lottery at the heart of the moments that make Christmas special. Whether you’re enjoying seasonal content, on the high street picking up last-minute gifts, or scrolling social for inspiration, our message will be front and centre of the festive experience.

“From lighting up London’s West End with Piccadilly Lights and sharing inspiring Good Causes stories, to building excitement around our biggest game events, we’re bringing that sense of magic, belief and possibility to life wherever people are enjoying Christmas.”