El Gordo de la Primitiva is a Spanish State Lottery product that hands out millions of Euros every week.We were asked to develop radio executions that could run each week in which only the monetary amount of the weekly cash prize award would vary.How could we say the same thing every single week without being boring?By using a short humorous story, we encourage listeners to discover for themselves the job they would have for life if they actually won “El Gordo”, which consists of doing absolutely nothing at all.(“El Gordo” means “The Fat Jackpot” in Spanish)