The Euromillions Paintball Ad

What would you do if all of a sudden 10 million Euros landed in your lap? Well thats the question the pan-European lottery competition EuroMillions is asking and attempts to answer in their latest television spot… but you don't know it until right at the end. Initially the ad seems to feature a team of crack marine forces on their way to engage a military target. As it turns out, it is actually a group of friends and lottery winners that are hell-bent on having fun while playing a large scale paintball game on a tropical island… sounds expensive but a hell of a lot of fun.

Personally there are two stand out elements to this campaign - First it is evolves the normal narrative of lottery competition ads towards the idea of sharing your winnings, more specifically 'how would you share a big EuroMillions win with others?" and secondly how the ad just kind of pounces on you thanks to its unexpected content… and then it really gets you thinking about what YOU would do with 10 million, which is the point. Damn I think I got sucked in.