my role: idea co-created with the agency’s creative team.
To people in the U.S., Spain’s Christmas Lottery commercial is like the Super Bowl ads—it’s the kind of project that lets you die happy as a copywriter. So, you can imagine how I felt when Publicis Madrid invited me to join their team for the pitch.
This was probably the most complex brief I’ve ever had to tackle. Because, you know, who’s the target? EVERYONE.Your family, your friends, your enemies, your colleagues, your neighbors, your favorite Spanish artists, celebrities, and even people you’ll never meet. 47 million people. No pressure, right?
To truly get the commercial, you need to understand Spanish Christmas traditions. Nobody plays the lottery alone—you always share a ticket with friends, family, or colleagues. But what happens if you have no one to share it with? That’s where this story begins.
So, grab your popcorn, your napkins, and—Merry Christmas.
Agency: Proximity Madrid
Chief Creative Officer: Susana Pérez
Creative Director: David Vijil
Creative Team: José Luis Diez, Fernando Esteban, Raúl Somaza, Nerea Sancio
Head of Client Services: Cristina Esteras
Account Directors: Sandra Cabrera, Eva Ruiz
Account Supervisor: Lidia del Puerto
Account Executive: Luisa Volponi
Head of Production: Gemma Selga
Producers: Astriz Menéndez, Irene Catalá
Agency Editor: Elías Maldonado
Media Agency: Wavemaker
Director: Félix Fernández de Castro
Executive Producer: Susana Boix
Director of Photography: Galo Olivares
Post-Production: Mcnulty
Sound: Trafalgar13 Music House, Local Studio Girona
Original Song: Catch a Falling Star
Performers: New Generation Choir of Girona
Final Artwork Designer: David Juncá
Photographer: Lucía Faraig
Sound Studio (Radio): Sonomedia
Technology Director: Ricardo Zafra