We hear the announcer explain. “If you are hearing this message, it means that it is 12:12, on the twelfth day, of the twelfth month of the year. You should get a 649, or twelve.”

The radio ad ran at exactly twelve minutes past twelve o’clock, on the twelfth day of December, reminding people that every day can have a lucky moment, and that luck can strike when you play Lotto 649.