It’s that time of year again—sunshine, birdsong, flowers in bloom, and Emma Willis and Davina McCall bursting onto our screens in a giant airship to get the nation ready for People’s Postcode Lottery’s Big Spring Win.
The star-studded cast, which also includes Fred Sirieix and Mike Wedderburn, is taking the excitement to new heights, as the iconic red lottery van is now joined by a red blimp.
Taking to the skies, as well as the streets, the team will once again ask the nation: “Is Your Door in the Draw?”
Crafted in-house by People’s Postcode Lottery’s creative team led by Mark Harrison, and directed by Vince Peone through The Gate Films, The Big Spring Win is set to the upbeat rhythm of Good Times by Jungle.
A sequence of front doors follows – some ‘tall’, some ‘vibrant’, and some even ‘boring’, reinforcing the lottery’s key message that “Any door can enter” for a chance to win a share of the £25.4 million prize pot.
The ad debuted on Saturday, 1st March, during The BRIT Awards 2025 on ITV1 and ITVX, followed by additional primetime TV spots across Channel 4, Channel 5, and Sky. Media planning and buying was handled by People’s Postcode Lottery’s inhouse media investment team in partnership with the7stars.
Alongside the AV outreach, a new audio talent partnership kicked off with Global, featuring an impressive roster of presenters including Amanda Holden, Sian Welby, Myleene Klass, Jenni Falconer, and Chris Moyles, as they ask their loyal audiences: “Is your door in the draw?”
Dave Singleton, Head of Media at People’s Postcode Lottery, said:
“We’ve crafted a big, bold, multi-channel strategy that extends our reach far beyond traditional advertising. From TV and out-of-home, to audio and social, every element is designed to work together to create cultural buzz. This approach allows us to layer in new opportunities and formats while maintaining the strength of our core, unmissable broadcast plan.”
Also new to the campaign this spring is an expanded social media strategy with the introduction of social-first personalities such as comedian George Lewis and model, author and “Mumfluencer” Louise Boyce, alongside a UGC drive on TikTok.
Anna Russell, Head of Marketing at People’s Postcode Lottery, said:
“To stay relevant, we are meeting audiences where they are—whether that’s on TV, radio, or social media. By collaborating with personalities and creators who connect authentically with their communities, we’re ensuring that our message isn’t just seen, but is embedded in culture in a way that stands out and resonates with people.”
All media activity will build towards the 31st of March deadline, with surges across multiple channels including AV and OOH, to reach as many people as possible in the final three days.
Mark Harrison, Head of Creative at People’s Postcode Lottery, said:
“This campaign builds on a creative world that has become instantly recognisable. By establishing a consistent creative style, we’ve built a strong foundation that enhances brand recall, whilst keeping our storytelling fresh and engaging. The introduction of the airship and dynamic new visuals allow us to amplify our brand’s energy in an exciting way.”
