Abbott Mead Vickers BBDO, London

  • 151 Marylebone Road
  • London NW1 5QE
  • United Kingdom
  • Phone: 020 7616 3500
  • Fax: 020 7616 3600
  • Country Phone Code: 44

The National Lottery - “Heroes Return”

Camelot Group


TitleHeroes Return
TaglineLife changing.
AgencyAbbott Mead Vickers BBDO
AdvertiserCamelot Group
BrandThe National Lottery
Product CategoryLottery & Gambling
Campaign NameHero’s Return
Country of ProductionUnited Kingdom
Date of First Broadcast/PublicationMarch 1, 2012
Media TypeTelevision
Awards CLIO Awards, 2013 (Gold) for Sound Design
British Arrows, 2013 (Bronze) for Corporate
International ANDY Awards, 2013 (Bronze) for Direction
Cristal Festival, 2012 (Sapphire) for Best Soundtrack
Cristal Festival, 2012 (Sapphire) for Best Soundtrack
Eurobest, 2012 (Silver) for Film Direction
Eurobest, 2012 (Gold) for Sound Design
Epica, 2012 (Silver) for Direction & Cinematography
Kinsale Shark Advertising Festival, 2012 (Gold) for Best Use of Music/Sound Design
Kinsale Shark Advertising Festival, 2012 (Gold) for Best Editing
Kinsale Shark Advertising Festival, 2012 (Gold) for Best Direction
Kinsale Shark Advertising Festival, 2012 (Gold) for Any length
Art Director Adrian Rossi
Copywriter Alex Grieve
Director John Hillcoat
Production Company Producer Malarchy MacAnneny
Account Planner Alaina Crystal
Account Planner Emily Harlock
Account Planner Michael Lee
Agency Producer Olly Chapman
Account Manager Sarah Douglas
Account Manager Lee Simpson
Account Manager Kate Edwards
Account Manager Robyn Puttergill
Account Manager Lizzie Edwards
Photographer Roland Neveu
Advertising Manager Harriet Belsey
Advertising Manager Paula Withell
Advertising Manager Matthew Godfrey
Advertising Manager Richard Bateson
Media Planner Simon Jenkins
Post Production The Mill
Audio Post Production Factory Studios

Story

Shot next to an army base in South East Asia, the tense and emotional film centres on an elderly man standing at the centre of a jungle battle field as war is waged around him. Mortars explode, machine guns fire rings out, planes fly overhead, and enemy soldiers run screaming towards us as our hero, who, dressed in modern clothes, stands watching the scene unfold. In the preceding moments he walks through WW2 jungle camp, lost in thought, before the chaos of battle commences. In a moving final scene, as memories of the battle fade, we see that 'Jack' is visiting a war cemetery, paying his respects to fallen friends and laying to rest the ghosts of his memories.

Concept

To change the frame of reference that people currently have from thinking TNL Good Causes = fancy opera houses and pointless arts grants; to genuinely “life changing” good causes.