According to Adweek, the Spanish Christmas lottery is one of the most highly anticipated events of the year for many who call the nation home.
As the source writes, the tickets for it are generally brought in series -- as "employers can give the same number to employees, or whole communities can buy into a shared hope of fortune." Due to this, a large number of people will play the Spanish Christmas lottery, even if they don't normally participate in gambling.
In order to promote the sense of community that many are made to feel because of this collective interest, Leo Burnett Madrid created a commercial called 'December 21st' for SELAE. Unlike other lottery ads however, its plot focuses on a group of people who've lost. With this, the agency communicates that a positive bond can be formed when gambling in this context.