This is the “Hermanos”, the new commercial for the Extraordinary Lottery of El Niño

[shukla7789]

ANDWe are in the peak season for lotteries and advertisements are fighting to become the most exciting, the funniest or the most viral of all, to make a deep impression on the memory of the Spanish people. Now that the Christmas Gordo fever has passed , it is the turn of the Three Wise Men. Loterías y Apuestas del Estado has just launched its new audiovisual campaign for the 2024 El Niño Extraordinary Lottery, "Hermanos", which has emotion and family tradition as its guiding thread.


The ad was developed by the agency Proximity Madrid , produced by GoodCompany and directed by renowned filmmaker Maxi Sterle . This spot captures the magic of family gatherings and the nostalgia that marks the eve of Three Kings' Day.

A journey to childhood through the family home
The El Niño Lottery , held every January 6, is more than a tradition; it is a symbol of the closing of the Christmas festivities. This year's campaign, under the slogan "Every Christmas the child returns" , explores the idea that, upon returning to the family home, we all return to being the children we once were.

The narrative of the advert focuses on how family homes amazon database time capsules, preserving memories and emotions that are reactivated at each reunion. Sleeping in the same room you occupied years ago, sharing secrets with siblings or cousins ​​as if time had not passed... These are scenes that the advert recreates masterfully, appealing to the viewer's emotions.

Announcement of the 2025 El Niño Lottery – Every Christmas, the child returns [Official]
According to Susana Pérez and David Vijil , executive creative director and creative director of the campaign, respectively: “At Christmas, we all become the children we once were, either because of memories or because, when you return to your family home, your parents still see you as such. We found it to be a very rich and fun territory to develop in insights . ”


A multi-channel deployment to connect with the audience
The spot is the centrepiece of an advertising strategy that will run for two weeks, using television, digital, radio, print and outdoor formats. The main version of the ad is 60 seconds long , available on digital platforms, while television will air a 30-second cut . This approach seeks to maximise reach and emotional connection with a diverse audience.