Why is the National Lottery’s new ad campaign a copy of an old New Zealand one? (opens original article in a new tab)

The National Lottery's new ad campaign 'Heist' closely mirrors a 2018 New Zealand ad, sparking industry debate about originality and adaptation of international creative ideas.

• National Lottery's new ad campaign 'Heist' is similar to New Zealand's 2018 'Armoured Truck' ad
• Campaign was adapted by Dublin agency Folk VLM for Irish market with local landmarks and casting changes
• Industry concerns arise over potential trend of copying international ad ideas instead of creating original content
• National Lottery's marketing strategy shifted from fantastical to more relatable scenarios