THE countdown to Christmas It all started with the traditional starting signal: the announcement of the extraordinary draw on December 22which will begin to be broadcast this evening on television and which this year promotes solidarity even between strangers and cries out against loneliness, especially in rural areas.
“Solidarity is more necessary than ever at this moment,” declared the president of State lotteries and bettingJesús Huerta Almendro, who offered his condolences to those affected by the dana and celebrated news like the reopening of the number one administration of Benetússer, one of the cities located at point zero.
According to him, “opening the point of sale is a way of transmitting enthusiasm and hope, and of sending the message that with resilience, we can recover after the disaster“.
On the possibility that there is tenths damaged Due to the situation in which some administrations and houses find themselves, Huerta explained that they are evaluating how to proceed, but he assured that they are trying to “find the best way to help them.”
Julien’s story
This year’s announcement focuses on Julián, resident of a Galician village around Vigo who, interviewed by a journalist while going to buy a lottery ticket, declares that he has no one to share it with.
This declaration moves all the spectators, who They start publishing massively on social networks his intention to share his tenth with Julián, transforming it into a viral phenomenon of which he is still unaware of the existence in his village.
Finally, this year’s protagonist discovers that the entire country has been devoted to him for weeks on the morning of the draw, when he sees the winners declare in front of the cameras that this prize is also theirs.
“It’s also for you,” strangers assure a man in front of the screen. Julian visibly excited.
“Through Julián, we want to tell the story of an entire country and how it is able to organize itself to solve a person’s problem”, explained the creators of the ‘spot’, the work of the association Madrid local agency.
The publicists also wanted to assert “abandonment of rural areas“, in addition to “the interconnection to which we are subject, which is often criticized, but which this time serves to achieve a common objective”.
The advertising budget – which consists of extensive advertisingshorter versions, radio spots and graphic images – amounts to around 800,000 euros in 2024.
