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13 July 2021

Going for gold.

by Jason Stone

National Lottery: “There’s an easier way” - 60s

One of the most visible indicators of the success generated by the charitable funding provided by the National Lottery has been Britain's Olympians at both the regular games and the Paralympics. In the years since the introduction of the National Lottery, the able-bodied British team has gone from a single gold among a modest haul of fifteen medals at the Atlanta games of 1996 placing us 36th in the world, to twenty-seven golds among sixty-seven medals placing us 2nd in the world at the Rio games five years ago.

While there are a variety of factors which have contributed to this startling improvement, there's little doubt that the money provided by the National Lottery has been hugely significant. (The improvement at the Paralympics is less impressive but that's only because team GB has always excelled at these games).

As the world readies itself for the delayed 2020 Olympics and Paralympics in Tokyo, it's a good moment for the National Lottery to remind the country what has been achieved, and this feel-good commercial created by adam&eveDDB and directed by Academy's Si & Ad perfectly exhibits the relationship between these sporting superstars and those who cheer them from the sidelines.

With the England team just falling short at the Euros, Britain is ready for some gold medals, and even though the pandemic will require the heroics to be conducted in empty stadia, DAVID fully expects every man and woman to do their duty.

Creative Agency: adam&eveDDB Ⓟ Ⓦ
Creative: Steve Wioland / Matt Woolner
Agency Producer: Charles Woodall
Film Production: Academy Films Ⓟ Ⓦ
Director: Si & Ad Ⓟ Ⓦ
Producer: Tom Cartwright
Editor: Joe Guest Ⓦ / Kit Wells Ⓦ @ Final Cut Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.