This Christmas The National Lottery Shows That Amazing Things Happen When You Believe
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Date
06/11/2026
We’ve launched the first festive brand campaign with Allwyn UK for The National Lottery, leaning into the seasonal spirit of belief and the idea that something extraordinary can happen to anyone.
Running for 10 weeks across TV, cinema, outdoor, digital, and retail, the integrated campaign, ‘This Christmas It Could Be You’, unites the entire game portfolio under one platform, bringing together seasonal draws, scratchcards, and Good Causes storytelling.
The film follows an ambitious young reindeer who dreams of taking flight after spotting a robin, eventually mastering the skies and inspiring an onlooker to reach for his lottery ticket. 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.
Developed alongside in-house agency Studio 59 and media agency Hearts United, the campaign centres on a festive film directed by Tim McNaughton through Arts & Sciences, made in collaboration with our content studio Girl&Bear and post-production house Framestore. Claudia Winkleman delivers the spot's final sign-off and will also front two documentary shorts highlighting community projects funded across the country.
"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."
Steve Parkinson, Marketing and Brand Director at Allwyn
"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. 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."
Simon Carr, Chief Strategy Officer, Hearts United UK
"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 from Allwyn UK for The National Lottery is a timeless story that we hope 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 Connor, Deputy Executive Creative Director at VCCP