Spreading Spanish Christmas Cheer – Loteria de Navidad

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Each year, Loterias y Apuestas del Estado hosts an auspicious event – Loteria de Navidad, commonly known as the Christmas lottery, which awards players with a whopping €2.2 billion top prize to be shared among those who own the tickets with the winning five-digit combination. This lottery is most arguably the biggest annual event in lottery history with thousands of people from all over the world participating in hopes to walk away with a fraction of the mega prize. But that’s not the only attraction there is to offer as Loteria de Navidad’s odds are so good that, even though the mega prize can only be claimed by a few, there are opportunities for lower prize tiers.

Since Loteria de Navidad is widely celebrated among the Spanish, the lottery took place on the morning of December 22nd along with several other traditions associated with that day. These included children from the San Ildefonso school drawing the numbers on live television and other celebrations which took place after the winners have been announced.

Pupils of Madrid's Saint Ildefonso School sing out the number of the top prize of Spain's Christmas lottery known as 'El Gordo' in Madrid on Wednesday, Dec. 22, 2010. Spain is holding its traditional Christmas lottery known as "El Gordo" and handing out euro2.3 billion ($3 billion) in winnings that will be a particularly sweet holiday treat at time of economic woes and 20 percent unemployment. (AP Photo/Arturo Rodriguez)

Pupils of Madrid’s Saint Ildefonso School sing out the number of the top prize of Spain’s Christmas lottery known as ‘El Gordo’ in Madrid on Wednesday, Dec. 22, 2010. Spain is holding its traditional Christmas lottery known as “El Gordo” and handing out euro2.3 billion ($3 billion) in winnings that will be a particularly sweet holiday treat at time of economic woes and 20 percent unemployment. (AP Photo/Arturo Rodriguez)

The biggest events however, are the commercials that run prior to the actual lottery draw. Each year, the Spanish lottery network spends approximately €840,000 ($1,047,000) on TV commercials to promote ticket sales for the Loteria de Navidad draw. Tugging on the heartstrings of the nation, the commercials follow a narrative that shows how winning the lottery can transform ordinary people’s lives.

2014

 

This year’s ad followed the story of lonely night watchman Justino who works in a mannequin factory. Spending his nights alone, Justino interacts with his fellow colleagues by getting creative with the mannequins to entertain them. Following the heart-warming narrative of family and friendship, the ad ends with the factory staff winning the lottery and an equal share for a the not-so-lonely anymore night’s watchman. Justino gained so much fame that he even has his own Instagram page and was also a top trending topic leading up to the lottery draw.

2015

 

 

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