Catching keys and an unexpected sneeze are just some of the everyday moments that The British Heart Foundation (BHF) use to communicate the excitement of its weekly lottery.

The campaign, created by Saatchi & Saatchi, promotes BHF’s lottery The Weekly Flutter, and how winning up to £1000 - and funding lifesaving research - is all a little bit exciting.

The creative is focused on bringing to life the insight that the thrill and mood-boosting potential is one of the reasons people play the lottery. Over half (57%) of people say they find playing and supporting the lottery rewarding.

The work taps into this ‘heart fluttering’ insight - the exciting feeling that playing the game gives people. An insight which also ties into the fact that the BHF lottery also raises funds to support the BHF’s lifesaving research. 

To bring the new television campaign to life, Saatchi & Saatchi worked with director Jonas Bang to create a rapid paced spot. The spot includes everything that makes your heart flutter just a little bit more - from the perfect pancake flip, an unexpected sneeze, toast popping and a clean basketball shot.

The film is designed to leave the viewer feeling as though they’ve only scratched the surface of exciting moments. It features a narrative by actor Alexis Rodney, highlighting how a flutter can have real, meaningful impact for the BHF.

Leah Mates, Director of Marketing and Fundraising at the BHF, explains: “The Weekly Flutter, British Heart Foundation's weekly lottery, is a fun, and rewarding way for people to support our cause. The excitement and intrigue of the weekly draw gives them the opportunity to win prizes of up to £1000 safe in the knowledge that money raised will fund lifesaving research. Whilst the Weekly Flutter itself is a little bit exciting, at the BHF we are very excited to be able to showcase our lottery to customers across the UK through this new TV advert”.

Franki Goodwin, CCO, Saatchi & Saatchi, added: “New work for the British Heart foundation? That’s a little bit exciting! As your finger hovers over the play button your hopes are high but.. not too high! That's the idea in a nutshell. These cash prizes aren’t life changing but the lifesaving research is. Forget buying yachts or never working again, this lottery is a little flutter for a big cause and we’ve brought this to life in a very charming, humble way”.