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Company: National Lottery
    View Company Scorecard / Contact Company
Brand: National Lottery
Ad Title: Little Black Dress
Business Category: Miscellaneous
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Saatchi & Saatchi Advertising
Year: 1996
Target: Mainstream
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Theme(s)

Dude Looks Like a Lady

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
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Mum enters the peaceful living room, where Dad is clipping his Bonsai plant and their two daughters watch telly.

"Somebody's been wearing my little black dress," she says to the girls, with her finger sticking through a tear. "Now...which one of you is it?" The golden hand of God points at Dad and booms, "It's you!" A brief image appears of him in the dress as a scream is heard and he says, "It's me, it's me!"

The announcer for the lottery then says, "This Saturday it could be you." There is a definite double meaning here-- screams of winning, along with the shock of Dad in Mum's dress.

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Cliff , Indianapolis
I think the commercial would have been fine if it didn't have the hand of God in it. This makes it judgmental.

Andrea James , Los Angeles, CA
I thought this was funny, though the religious implications give it an odd spin. I assume the divine hand is present in the campaign.

Martin , Concord, CA
The hand out of the sky is the symbol of the British National Lottery. On the lottery tickets they have an image of a large fist with one finger sticking out and the logo "It could be you." So even though it might be a representation of God, I think it is really the logo of the Lottery.

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