The campaign showcased a 30 seconds spot in which suddenly, someone around you can afford a “small luxury” that causes some suspicion.

In this spot, a bunch of people working in an office at their desks are interrupted by a colleague who asks everyone "Does anyone want to pitch in for Moshe's (from collections) farewell party? Everyone sitting at the open space puts their heads down as if they didn't even hear in order to avoid payment, except for one guy who opens up his wallet and he's happy to pay up. Immediately, his colleagues look at him with great suspicion...

The narrator then conveys our insight: With so many new lottery winners, maybe it’s someone you know.