UK TV campaign launched for Casino Royale scratchcards

Builders see their building site transformed into a stunning mountain retreat after striking it lucky on a James Bond 'Casino Royale'-style National Lottery scratchcard in Camelot's latest television ad campaign.

Created by Abbott Mead Vickers, the TV spot follows two slightly glum-looking builders having a brew and a sandwich in the back of a scruffy van on a building site - reports Brand Republic.

One asks the other "fancy another cuppa?". The sound of a scratchcard being scratched is then heard, and the scene is transformed into a mountain retreat. The back of the builders' van turns into the bonnet of a luxury car, and one of the builders has been replaced by a beautiful woman in a cocktail dress offering the second builder, who has been turned into a handsome, tuxedo-wearing lottery winner, more champagne.

The voiceover says "win up to £70,000 with the Bond, James Bond, scratchcard" and a hand enters the frame holding up three new cards.

Howard Groves, Camelot's director of game development, said: "We are hoping to create some shaken and stirred winners with this game. It's great fun and fans of the film will love the 12 different designs of card available -- from Daniel Craig as Bond right through to his latest adversary, Le Chiffre, played by Mads Mikkelsen."

The overall marketing campaign features a tie-up with selected Odeon cinemas that will offer all adults a free £2 'Casino Royale' scratchcard with every cinema ticket bought in the film's first week of release, November 17 to 23.

Press ads and in-store point-of-sale will support the game. Media planning is handled by MPG, while media buying is handled by OMD.

Thanks to `nnif` for the alert.

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