There is paintball...and there is PAINTBALL!

Splat! What an ad.

When I first saw EuroMillions 'Paintball', the new National Lottery campaign by Abbott Mead Vickers BBDO, I thought it looked pretty good - a nice approach, like the Lotto ads by Aegis Group dedicated to 'those who would rather give it a go'.

However, now I've seen it more than a dozen times in just a few days, I thinks it's fantastic. There are literally millions of ways that winners could enjoy the money, but Abbott Mead Vickers BBDO went for a Rambo-style, extreme paintball circuit.

The idea is an evolution of the more tactical jackpot-focused and EuroMillions 'Pinball' ads - and really starts to open up the imagination as to what could be possible if you won the jackpot.

What's also nice about the approach of this new campaign is that the emphasis is not just on the huge jackpots, but encouraging winners to share it amongst friends too.

http://www.campaignlive.co.uk/thework/news/1010792/EuroMillions-paintball-Abbott-Mead-Vickers-BBDO/

I'd love to have been on this tropical set - and took part in the game!

The campaign launched with a 40-second TV spot, followed up by this 60-second version (link above) shown on cinema screens. Other supporting media includes press, radio and online.

The 60-second cinema version is especially refreshing if you're about to sit through 90 minutes of predictable love story, just so that you're allowed to watch a World Cup game as a reward!