5 Christmas Lottery Advertising Campaigns That Will Move You to Tears

Christmas ads have a unique way of pulling at our heartstrings, and lottery companies have mastered the art of crafting campaigns that leave us teary-eyed and full of hope. These stories aren’t just about jackpots—they’re about connection, kindness, and the magic of the holiday season.

Here are five unforgettable Christmas lottery campaigns that celebrate the true spirit of the season. Be warned: you may need tissues for this journey.

1. Spain’s Lotería de Navidad: “Justino” (2015)

Tagline: “The biggest prize is sharing it.”

The animated masterpiece “Justino” remains one of the most iconic Christmas lottery ads of all time. The story follows a lonely night security guard working in a mannequin factory. Every evening, Justino arranges the mannequins into cheerful tableaus—posing them for birthday celebrations or decorating a Christmas tree—to surprise his day-shift coworkers.

Though he never interacts with them directly, his acts of kindness bring joy to the factory workers. When the Christmas lottery results are announced, Justino learns that his coworkers pooled their tickets to include him, ensuring he shares the jackpot prize.

This campaign beautifully conveys the joy of giving and reminds us that kindness has its own rewards.

2. El Gordo Lottery: “Danielle” (2020)

Tagline: “We share more than just a lottery.”

In the heartwarming 2020 El Gordo Christmas ad, we meet Danielle, an elderly woman who lives alone. She looks forward to the holidays, but as the world changes, her once-bustling neighborhood has grown quieter. One day, she mistakenly receives a Christmas lottery ticket meant for her young neighbors.

Rather than keeping the ticket, Danielle walks to their home to return it, finding herself welcomed into their warm and lively holiday gathering. As they insist she stay, Danielle realizes she’s gained something far more valuable than the lottery itself: a sense of belonging and family.

The ad highlights the importance of community, showing that sometimes, the greatest prize is the people around you.

3. The National Lottery (UK): “A Christmas Love Story” (2022)

Tagline: “It only takes one chance to change everything.”

This modern-day romantic tale stole hearts in 2022. The ad tells the story of two strangers who meet by chance at a train station on Christmas Eve. He’s a bookstore clerk with big dreams, and she’s a musician chasing her passion. Their meeting is brief, but it leaves an impact.

When she accidentally drops her lottery ticket, he keeps it, hoping to find her. After a series of near misses, fate finally reunites them on New Year’s Eve. They discover they’ve won the lottery together, but the true jackpot is their budding love story.

With its charming storytelling and magical ending, this ad reminds us that the holidays can bring unexpected connections.

4. The Christmas Lottery Miracle: “El Bar de Antonio” (2021)

Tagline: “A little joy is enough to change the world.”

This Spanish lottery ad centers around Antonio, the owner of a struggling neighborhood café. Despite his financial difficulties, Antonio brings people together by organizing a community Christmas lottery.

Through Antonio’s efforts, his café becomes a gathering place for laughter, connection, and shared dreams. When the lottery numbers are drawn, one of his regular customers—a single mom—wins a life-changing jackpot. Antonio doesn’t win, but the joy of seeing his community thrive is the real prize for him.

This campaign captures the power of kindness and how small actions can ripple through a community to create lasting change.

5. France’s Loto: “Grandpa and the Snow Globe” (2017)

Tagline: “Believe in the magic of Christmas.”

In this touching ad, a grandfather finds an old snow globe while decorating his home for Christmas. Shaking it, he recalls cherished memories of his late wife and their shared dreams of traveling the world. Inspired, he purchases a lottery ticket, imagining the adventures he could have in her honor.

The ad concludes with the grandfather winning a jackpot. He embarks on a journey to the places he and his wife had dreamed of, taking the snow globe with him as a symbol of their enduring love. Along the way, he reconnects with his family and finds new joy in life.

This campaign is a beautiful reminder to cherish memories, embrace new beginnings, and believe in the magic of the season.

Why These Campaigns Stay with Us

These ads aren’t just about winning millions—they’re about the human stories behind the tickets. They capture moments of generosity, hope, and connection that resonate deeply during the holiday season. Whether it’s a lonely security guard, a struggling café owner, or an elderly man chasing dreams, these stories remind us that Christmas isn’t about material prizes but the intangible gifts of love and community.

Which of these campaigns touched your heart the most? Share your thoughts, and let’s celebrate the magic of the season together! 🎄