The asepsis of the 2020 Christmas Lottery announcement

• Christmas Lottery 2020: A journey through the History of Spain with just a nod to the pandemic

Look that it was easy this year to get excited, look that we have reasons for us to miss the tear, look that with a little that they touch us, we get sensitive for a while, well, not even for those.

The long-awaited

of the

tries, but does not succeed.

For the first time in many years, in many advertisements, the

spot

leaves me as cold as an iceberg.

A kind of asepsis, disinfection, impassive correction with which you try to get there, but you don't get there.

The same thing is that I think I am more sensitive than I really am and my heart has turned to stone after this terrible 2020. No, what the hell!

If I get excited even watching

.

It's not my heart, it's the ad.

Loterías y Apuestas del

Estado has opted for a campaign reminiscent of a kind of

, a passage through time, through the saddest moments in Spain.

A historical tour of our society and the Lottery that leaves me with the feeling that something is missing.

The flight from the countryside to the city, the reunion or love - it is not clear to me either - the immigrant who longs for Spain, the 70s, the 80s, the bald man at

and ... and, of course, the coronavirus.

The Contrapunto BBDO agency is responsible, for the third consecutive year, for the announcement of the

.

It's been three years now and I can say that in the previous ones, your Christmas Lottery announcements fascinated me.

"Share as always, share like never before" is the slogan of some commercials shot in Barcelona and its surroundings and that has had a cost of 800,000 euros.

The campaign consists of two spots.

The first,

, and, the second,

, in which a man receives an audio from his brother, who apologizes for having been with him enough during the worst moments of the pandemic.

Neighbors

is one of the clips that can already be seen from today after the presentation of the

Lottery

campaign

.

The spot begins with a father who accompanies his son to the train station, presumably leaving the countryside to go to the city, although I identify him more with the postwar period, in search of a better life and to whom he gives a tenth of the

.

The train starts up and moves towards a new decade where a young man gets off a tram in the heart of, presumably also, Madrid, where he meets a girl to whom he gives a tenth.

It follows the historical evolution towards, presumably also, the 60s or 70s where a young woman looks at a box with baby clothes and finds a tenth that is given to her, presumably also, by her mother or grandfather.

An office from the 80s where two colleagues share a tenth.

The announcement of the bald man of

our bald man.

And it enters today, in today, a girl who with her mask comes home, opens the door,

and finds a note.

"Marina, I wanted to share this tenth with you.

. Carmen."

And while Marina the front door opens and

appears

.

Two smiles, two glances, and Marina's attempt to get closer to her neighbor.

A gesture, hands slowing his step.

They can't get close.

Just a smile, a look that seems to say, 'okay, it's all done' and a final phrase

.

Only in this instant, in that ending, I approach the advertisement, I enter it.

and it is impossible not to feel identified.

Anyway you read it and it seems to you that it does come, that in a minute and a half it is showing many of the things that we are experiencing now, but for me something is missing, I need to touch me, I need a thread, I need that letter from

That tenth of

has some meaning with the father and the son, with the girl and the boy, with the mother and the young woman, with the two co-workers.

Does not have it.

They are not stories that spin and, perhaps, that is the fault.

Or, I insist, maybe it's me.

We are used to the announcement of the

telling us a story, a story that reaches our hearts.

If

and

reaches our hearts, it is because we have it recent, because we continue to make that gesture with the hand that means 'don't come closer', because we have a neighbor like Carmen or we are directly Carmen.

It was easy, but even though it is so easy, it does not finish curdling.

Yes, it is a journey to the past, a journey through the history of the

and our society, and the moments that it tries to represent are very well chosen, but for some reason that I cannot explain, the emotion of its predecessors do not.

Maybe it is because it does not allow us to enter the story, because we do not know what those two boys who share a tenth mean or directly because

.

And it's a shame because just by looking at it you can see the great production behind it to make the announcement, but there are too many things that don't fit, like, for example, Marina's mask.

There's Charlton Heston's watch in

,

butane cylinders

, and now, Marina's mask in the

announcement

.

Gazapo or intention.

Maybe that's it, maybe they remove the mask without anyone knowing how to remove it because he needs to be without a mask so that Carmen does not allow him to approach, so that it is clear that the

has taken away our traditional displays of affection, and we has given some that we do not quite like, that do not fit with us.

Or maybe it's that I always have very high expectations of the announcement that will accompany us at all times and in all media during the coming months.

I've really missed that emotion, those tears, that 'they have broken my heart'.

Maybe they wanted it that way, they wanted a contained emotion, they wanted the announcement of the

not to excite us too much, that we have already had enough emotions.

Still, I'd rather get excited than stay the same as if I hadn't seen it.

According to the criteria of The Trust Project

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