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Video: Spanish Christmas lottery campaign tugs at the heart strings

Jessica Jones · 17 Nov 2015, 09:45

Published: 17 Nov 2015 09:45 GMT+01:00

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Around this time every year, Spaniards start to go Christmas lottery mad, queuing for hours to buy their tickets and waiting excitedly for the grand unveiling of Spain's annual Christmas lottery advert.

And this year, it doesn’t disappoint, offering a particularly tear-jerking story.

The animated advert, in the same style as Pixar’s Up, follows Justino, a lonely nightwatchman in a mannequin factory.

He spends his long night shifts all alone, never seeing his daytime colleagues. His only company is the dozens of mannequins in the factory.

In his loneliness, he begins to interact with his colleagues on the morning shift through staging the mannequins, moving them into funny shapes and even making a giant Christmas tree out of the mannequins.

In a heartwarming twist the commercial ends with a Christmas lottery win for the factory staff and a surprise for the solitary watchman.

The advert, produced by advertising agency Leo Burnett, has already gone viral in Spain and the character of Justino even has his own Instagram page @justino_vigilante.

"They say that the key to a good story is to have a good protagonist who has a particular goal, which they fail to achieve, so that the reader or viewer roots for the main character to get their wish in the end," Juan García Escudero, creative director of Leo Burnett, explained during the launch of the campaign.

The hastag #Justino was the top trending topic in Spain on Monday. 

It is the first time that Spain’s popular Christmas lottery advert has used animated characters rather than real-life actors.

Last year, the advert featured a man in his local bar who had forgotten to buy a lottery ticket, while the year before the advert featured some of Spain’s best singers singing a Christmas lottery-themed song to the tune of "You were always on my mind", but was mocked mercilessly on social media.

Lifting the lid on Spain's Christmas Lottery

Spain’s Christmas lottery - known as El Gordo or the Fat One - is the richest in the world, paying out millions of euros to winners every year.

Story continues below…

The prize money for the 2015 draw - to be held on December 22nd - will be €2.2 billion. 

Its popularity stems from its many prizes, which mean that chances of winning at least something are high.

The grand unveiling of the lottery balls is carried out in a unique way - lottery numbers are sung by pupils from Madrid’s San Ildefonso school.

In Germany, a Christmas ad for supermarket Edeka was accused of hitting the wrong note with an emotional story of a grandfather trying to get his family together.

For more news from Spain, join us on Facebook and Twitter.

Jessica Jones (jessica.jones@thelocal.com)

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