The National Lottery’s famous tagline “It Could Be You” is back on screens for the first time in more than a quarter of a century, with operator Allwyn choosing to bring back the slogan as part of a broader reset for the Lotto.
First introduced in 1994 with the golden pointing hand, the phrase became one of the UK’s most recognisable advertising phrases before disappearing from screens in the late 90s.
Its return comes as Allwyn seeks to reestablish Lotto, the Lottery’s flagship game, and seeks to a more dominant place in a crowded gambling market which sees the company go up against countless betting and gaming firms, society lotteries, and prize draw competitions.
Steve Parkinson, Allwyn UK’s Brand and Marketing Director, said the time was right to bring back a campaign that blends familiarity with fresh resonance: “The original tagline ‘It Could Be You’ has always struck a chord with our players and it has never left us… But there’s also a new generation of players that want those ‘what if’ magic moments that Lotto provides.”
Real winners front and centre
Unlike previous campaigns, this revival aims to put genuine jackpot winners in front of the camera instead.
For example, the 30-second TV ad features Gary MacDonald from Essex, who gave up his delivery driver job after winning £5.2m earlier this year, and Sarah Cockings from Newcastle, who won £3m as a 21-year-old student in 2005.
MacDonald said that the shift from everyday routine to sudden visibility still feels surreal: “I was just a regular delivery driver a few months back and now I am in an advertisement! It’s mad.”
Meanwhile, Cockings added: “I have never done any acting before and have loved being part of this and being on set with all the other winners.”
The company is backing the campaign with stats, linking the relaunch of the slogan with consumer research involving a survey of 2,500 people, which found that nearly every respondent (98%) felt the country could use more hope.
Almost nine in 10 said they keep their fingers crossed for good fortune, and 41% specifically mentioned winning Lotto. More than half described themselves as “lucky”, and 72% believed positive thinking could change outcomes.
The company may have the goal in mind of linking its good causes funding commitment to marketing, with the notion of hope playing a role in both the reason why people buy Lotto tickets and what the National Lottery’s government-mandated mission is.
Allwyn has set itself some ambitious targets for its 10 year tenure as UK National Lottery operator, now in its second year. This includes a doubling of good causes funds from £30m to £60m a week by the end of the licence.
Nostalgia reworked for today
The new creative was developed by VCCP and directed by Dave Meyers. The operator detailed that it deliberately mirrors Lotto’s early adverts.
Simon Connor, Creative Director at VCCP, said the aim was to reintroduce a sense of imagination: “The world has become too rational and logical… What happened to all of the magic? The what if? What if we all believed again? After all, it could be you.”
Media planning was handled by Hearts & Science, with the campaign spanning television, VOD, outdoor, print and social channels.
Broader context
The relaunch arrives during a period of structural change for Allwyn. The Czech-owned lottery group formally took over The National Lottery licence from Camelot in February 2024 and has since been reshaping the brand portfolio, adding non-cash draws and testing new prize mechanics.
In significant news for the company last week, Allwyn’s parent group KKCG completed the sale of a minority stake to J&T Arch Investments, a Czech investment company listed on the Prague Stock Exchange.
The deal valued Allwyn’s share capital at €11.2bn as of the end of 2024, with J&T Arch acquiring 4.27% for approximately €500m.
Allwyn Chair and KKCG Founder Karel Komárek said “It demonstrates the positive impact of KKCG’s vision and support for the business, and investor confidence in Allwyn’s successful growth-led strategy.”
J&T Arch Chairman Patrik Tkáč called the lottery group “a great story of a leading Czech entrepreneur’s business” and said the investment would deliver future growth opportunities for his firm’s clients.