Camelot launches James Bond scratch card game in the UK

Collecting - 07-10-08

National Lottery operator Camelot is rolling out a TV ad campaign to support its new £2-a-play Bond-themed scratchcard game, reports BrandRepublic.

The game, which features a range of characters from the forthcoming movie Quantum of Solace, offers five top prizes of £70,007 each. The campaign, created by Abbott Mead Vickers BBDO, runs from 12 October until 9 November.

The ad shows two bored, irritated men working out at the gym. As in previous executions promoting the scratchcards, viewers hear the sound of a card being played as the gym background is replaced by a rooftop scene with the jogger wearing a black suit. A Bond-style chase sequence follows.

The ad ends with the man crashing into a restaurant before settling down to a vodka Martini cocktail. As the Bond theme begins to play, the voiceover delivers the line: 'Be more Bond. Win big with the new James Bond scratchcard from The National Lottery.'

Earlier this year, Camelot rolled out a similar promotional game to tie in with the release of Indiana Jones and the Kingdom of the Crystal Skull.

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