Spain hits the jackpot again with lottery Christmas campaign 2016.

Clocking up 3m views on YouTube already, the Spanish lottery has produced a real tear-jerker in the form of its Christmas advert this year, set to give the British campaigns a run for their money yet again.

Playing on the heartstrings of the world yet again, the 2016 advert tells the story of Carmina, a retired teacher, who mistakes the previous year’s broadcast of the Christmas Lottery (El Gordo, held every year on the 22^nd December), for the present and believes she is holding the winning ticket. However, rather than disappoint the jubilant grandmother, the people of Villaviciosa, a town on the Eastern coastline of Spain, gather and celebrate her ‘victory’.

The Christmas lottery has been embedded in Spanish society since the 19^th century, and the live broadcast of the event lasts several hours with students from Madrid’s San Difenso School singing the winning numbers out.

In recent years, La Lotería’s big-budget campaigns have proved just as important as the event itself , after a very successful 2015 hit which featured Justino, the security guard who worked lonely night shifts in a mannequin factory, and the 2014 sentimental story of Manu, who hadn’t bought a share in the sweepstake at his local bar.

– izzirichards