National Lottery's Lotto revives 'It Could Be You' after 26 years
The National Lottery's Lotto has launched a major new campaign to bring back its classic magic. The push marks the return of the famous slogan 'It Could Be You' after a 26-year absence. It debuted on September 1 with a prime-time ad slot during Coronation Street. The campaign centres on real Lotto winners—Sarah, Gary, Chris, and Geraldine—while reviving the iconic golden celestial hand from the original 1994 ads. It will run across video-on-demand, social media, large outdoor billboards, and national newspapers.
Allwyn, the operator of The National Lottery, aims to reignite the sense of wonder and possibility that first defined Lotto. Steve Parkinson, Brand and Marketing Director at Allwyn UK, explained that with new competitors and market changes, it was time to remind people of Lotto's unique appeal. Simon Connor, Creative Director at VCCP, added that the world has grown too focused on logic and reason. The campaign asks what might happen if people believed in magic again. Rebecca Burke, Managing Partner at Hearts & Science, described the slogan as the ideal platform to refresh Lotto's brand identity through media.
The new campaign blends nostalgia with modern storytelling to reconnect with audiences. By reintroducing a beloved slogan and imagery, Allwyn hopes to strengthen Lotto's place as the nation's game. The ads will remain visible across multiple platforms in the coming weeks.
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