Spain's 2025 Christmas Lottery ad 'El sorteo que nos une' and its framed ticket

In November 2025, Loterías y Apuestas del Estado, the state-owned body that runs Spain's national lotteries, presented its Christmas advert under the slogan "El sorteo que nos une" ("The draw that unites us"). The film was shot in Madrid and runs for around five minutes, far longer than a conventional commercial.

The story begins when a couple finds a framed lottery ticket at the Rastro, Madrid's well-known open-air flea market. Instead of having been cashed in, the ticket had been kept and displayed for roughly 30 years. The woman becomes curious about why anyone would hold on to it and sets out to uncover its story. According to Spanish press, the number had won a fifth prize that was never claimed.

The advert followed a long tradition: the annual Christmas spot is one of the most anticipated in Spain and usually sets the emotional tone for the season. It aimed to stress human connection over money, in line with the slogan. It came ahead of the Christmas draw, held on 22 December at Madrid's Teatro Real, and as lottery sellers pressed the operator to update the economic model of the draw.