Slowly stripping away a dull life, ads for the Westdeutsche Lotterie peel away to reveal luxury underneath. The ads promote the German lottery by helping viewers visualize what life would be like after winning the lottery. Each ad has a different scene being scratched away to reveal the dream life lying underneath. Dull things like working with a jackhammer peel away to reveal someone playing golf.
The ads were developed by ad agency BBDO Germany in order to promote Westdeutsche Lotterie's 6x49 West Lotto. Preying on people's strong desire for a better life, the ads tease viewers into thinking riches are lying just beneath the unattractive surface. Washbuckets are removed to reveal champagne buckets while gritty rocking horses are made to reveal a real horse underneath.