Spring has officially sprung—and so has the latest campaign from People’s Postcode Lottery, which is soaring to new heights with a playful, star-powered advertisement that blends creativity, celebrity appeal, and a bold multi-platform strategy.
Unveiled during the BRIT Awards 2025 on ITV1 and ITVX, the Big Spring Win campaign features beloved UK personalities Emma Willis, Davina McCall, Fred Sirieix, and Mike Wedderburn. The cast takes viewers on an energetic ride aboard a newly introduced red airship, elevating the lottery’s iconic van to the skies in a spirited bid to ask the public, “Is your door in the draw?”
Developed in-house by the People’s Postcode Lottery creative team under the direction of Mark Harrison and directed by Vince Peone of The Gate Films, the campaign is set to the upbeat soundtrack Good Times by Jungle. The ad creatively showcases an eclectic series of front doors—“tall”, “vibrant”, even “boring”—reminding audiences that any door could be a winning one, reinforcing the campaign’s core message: every household has a chance to share in the £25.4 million prize pool.
Dave Singleton, head of media at People’s Postcode Lottery, explained the broader vision:
“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.”
Television remains a cornerstone of the campaign, with primetime placements across Channel 4, Channel 5, and Sky. But this year’s strategy dives deeper into audio and social media. A new partnership with Global Radio enlists popular voices like Amanda Holden, Sian Welby, Myleene Klass, Jenni Falconer, and Chris Moyles to spread the campaign’s catchphrase on airwaves across the UK.
On social media, the campaign is branching out with influencers and creators who bring an organic feel to the messaging. Comedian George Lewis and family-focused content creator Louise Boyce (known for her ‘Mumfluencer’ persona) front the social-first content, including user-generated clips on platforms like TikTok.
Anna Russell, head of marketing at People’s Postcode Lottery, said the brand’s relevance depends on being present in everyday moments:
“To stay relevant, we are meeting audiences where they are—whether that’s on TV, radio, or social media. Collaborating with authentic voices ensures our message resonates and becomes part of people’s cultural landscape.”
The campaign builds momentum toward the 31st of March deadline, with a final media surge planned across all platforms, including large-scale out-of-home activations. This integrated push aims to reach as many households as possible in the final countdown to the draw.
Mark Harrison highlighted the campaign’s evolving creative identity:
“We’ve built a recognisable creative world that strengthens brand recall. The addition of the airship and new visuals amplifies our storytelling while keeping the brand fresh and dynamic.”
With celebrities on board, creativity in full flight, and a prize pool that promises to make spring a little brighter, The Big Spring Win is a vivid reminder that any door—no matter how ordinary—might just be the next lucky one.
