The new Lotería de Navidad campaign moves Spain with a story about the value of memories

Spain's best-loved lottery draw, which will take place on 22 December, has unveiled a story combining mystery, tenderness and that touch of everyday miracle that has characterised this campaign for decades.

The advert begins at a street market in Madrid, where a couple find a framed old décimo ticket for the Lotería de Navidad. They see it as a curious object, a piece with a history, and decide to buy it. Shortly afterwards, they discover to their astonishment that the number had won a prize years earlier, although nobody claimed the money.

Intrigued, the young female protagonist begins a search for the former owner. After a little investigation, she manages to find his address and turns up at his home. There, the viewer discovers why the prize was never collected: on the back of the ticket is a handwritten dedication — ‘Congratulations, Dad. You're going to be a grandad.’

Visibly moved, the man explains that the décimo was a gift from his daughter and that he decided to keep it as a memento instead of cashing it in. The gesture, simple but profoundly human, encapsulates the advert's central message: some prizes cannot be measured in money.

With its nostalgic tone, cinematic pacing and message of kindness and remembrance, the new campaign once again reminds us why the Lotería de Navidad is much more than a lottery draw. It is a shared story, a tradition that every December unites an entire country around the same hope: believing, if only for a moment, in small miracles.