Lotto presents the recognition hungry Piers Morgan in his pursuit of self publicity. Developing an amusement park in his own name & funded by a Camelot cash win, his egotistical plans are brought to life by Jeff Low, evolving a grating version of the television personality.

Part of the #PleaseNotThem campaign, the series of spots encourage the public to buy Lotto tickets and prevent the celebs from succeeding in the vanity fuelled endeavours.