Lotto NZ’s Instant Kiwi says “It’s from both of us” this Mother’s Day in campaign via TBWA\NZ


TBWA\NZ and Lotto New Zealand’s Instant Kiwi brand are back with a humorous TVC to encourage gifting in the lead up to Mother’s Day.


The short 15 second spot engages a bit of sibling rivalry and features two brothers competing for their mother’s affection.

Shane Bradnick, TBWA\NZ Group chief creative officer Shane Bradnick says the film presents a scene that will be familiar to many: “In this fun and familiar film we see an amusing scenario that thousands of Kiwis will experience every Mother’s Day from now until the end of time. When mum says she wants nothing for mother’s Day.”

The ad follows the TBWA\NZ developed brand positioning for Instant Kiwi that delivers to the reason why people play Instant Kiwi.

Says Bradnick: “You little beauty” is all about backing yourself. The “little” part talks to the small moments it takes to play Instant Kiwi. it could be about winning, but just like in the ad, it doesn’t always have to be.”

Says Annemarie Browne, chief marketing officer at Lotto New Zealand: “This playful skit perfectly brings our brand positioning to life. It’s fun, inclusive and doesn’t take itself too seriously. It’s also fundamentally Kiwi, which of course is core to the Instant Kiwi brand and something TBWA\NZ have a particular knack for.”

The campaign will be seen on TV/Online video, radio, OOH, social and digital.

Client: Instant Kiwi
Chief Marketing Officer: Annemarie Browne
Head of Instant Category: Claire Gutzewitz
Senior Marketing Manager: Jodine Banks

Agency: TBWA\NZ
Production Company: Fish
Director: Gary John
Executive Producer: Sam Attenborough
Post Production: MANDY VFX
Sound: Liquid Studios
Photographer: Fraser Clements
Media Agency: PHD Media