Gibraltar-based Lottoland — a market-disrupting service which allows players to bet online on the outcome of official lotteries all over the world … a sort of lottery bookie — wanted to raise brand awareness on the German market, and convert new players.

The result was three TVCs, telling the story of a newsagent who must fend off various requests for Lottoland products — products he clearly doesn’t sell, as they are available online only.