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Maybe it's a lottery advert.

LOTTERY chiefs yesterday unveiled a new pounds 12million advertising campaign.

And for the first time, the commercials will appear without the famous "It

could be you" slogan.

Instead, the ads will feature the catchphrase - "Maybe, just Maybe".

And the adverts will concentrate on the lottery's good causes rather than winners.

The advertising blitz is the biggest to be held by Camelot since the lottery was launched four years ago.

It marks the end of the hand of good fortune which was shown in numerous adverts in the past pointing out lucky winners.

Camelot spokeswoman Dianne Thompson said: "The hand of good fortune singled out the individual.

"But we have decided it is time for a change and the new campaign will concentrate on the enormous benefits of the lottery brings for the whole community."

The old lottery adverts were criticised for emphasising greed and were increasingly seen to be at odds with the 14 million to one chance of winning a lottery jackpot.

The new adverts, which will be broadcast on TV for the first time this week, will focus on what lottery cash is doing for good causes including the arts, sports, charities and heritage.

The cross fingers logo which has been part of National Lottery advertising since the start will be retained.

Dianne Thompson added: "The Maybe just Maybe campaign stresses the lottery is not just about individuals winning but the fact that lottery money is already benefiting the country as a whole."
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Article Details
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Author:McGURRAN, ADRIAN
Publication:Daily Record (Glasgow, Scotland)
Date:Nov 10, 1998
Words:245
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