Delivering Good News

People’s Postcode Lottery has launched a new campaign fronted by English actor and comedian Tom Allen, as he spreads joy daily, delivering good news to the “wonderful people of Britain”. The new campaign debuts on Sunday, August 18, with cherry-picked spots including the first super Sunday game on Sky Sports at 2pm.

The 60-second spot shows Tom wearing an eye-popping, jaw-dropping, scarlet red three-piece suit, as he scoots around the country in a retro 1949 Morris JE electric van explaining just how EASY it is to play People’s Postcode Lottery and urging people to sign up before the end of August for September’s bumper £18.5 MILLION draw.

“Delivering Good News” was created by the in-house creative team at People’s Postcode Lottery, produced by The Gate, and directed by The Gate’s LA based director Vincent Peone. Photographer David Boni shot all of the OOH creative.
Tom, the debonair host of shows such as Cooking With The Stars, Bake Off: The Professionals, and The Apprentice: You’re Fired, will be Delivering Good News to the people of Britain across TV, video on-demand, out of home, radio, social and direct mail. Media planning and buying was handled by the7stars.

Tom Allen said: “I am absolutely overjoyed to see how the ad looks. It is amazing work from everyone at People’s Postcode Lottery and I feel really lucky to be part of it. I cannot wait for us to go live.” Tom added that he was ‘astounded’ to learn that People’s Postcode Lottery players have already raised more than £1.3 BILLION for thousands of charities and local good causes.

Mark Harrison, Head of Creative at People’s Postcode Lottery, said: “This campaign is a massive move forward for us as a brand and I am incredibly proud of the work and the effort from the entire team. With Tom on board and our creative platform in place, we're well-positioned to achieve our ambitious goals throughout the remainder of 2024."

Anna Russell, Head of Marketing said: “While People’s Postcode Lottery is well known, it is not always well understood, especially the scale of the good enabled for charities and good causes thanks to our players. We've focused our strategy on building understanding of People’s Postcode Lottery and how it works, using Tom’s wit and warmth to break down comprehension barriers in high dwell time environments across AV, OOH and Social. We hope people enjoy seeing it as much as we enjoyed creating it.”

People’s Postcode Lottery was created to raise funds for charities and good causes. It is part of the Postcode Lottery Group, which operates charity lotteries in the Netherlands, Sweden, Germany, and Norway, as well as Great Britain. The unique and successful Postcode Lottery format sees players using their postcodes as lottery numbers.