A cloth takes the star role in the new Euromillions commercial under the concept, “Freedom is something that comes to you one day”, the spot showing the adventures of a kitchen cloth, personifying freedom from everyday chores, everyday ties. This is a tactical campaign, based on the brand’s established claim (“Freedom is the prize”), to communicate the special jackpot of 100 million euros which came into effect last Friday, 6th March. The music underlines the concept together with a striking and memorable production design.