Ah, the eternal quest for financial freedom, where the only options seem to be enduring torturous housemates or monetizing your feet. Yes, you read that right; selling foot pics has become the cornerstone of a new campaign for The Lottery Corporation’s Set for Life, because who doesn’t have a price for their sole?
Crafted by the witty minds at Special, the trio of ads showcases just how far three individuals will go to pad their wallets. Spoiler alert: the relief is palpable when their phones ping with the life-altering news of $20,000 a month for 20 years through Set for Life. Talk about a plot twist that beats any soap opera!
First up, we have Mr. Foot Model, who dutifully endures manicures, waxing, and probably some rituals only known to foot-obsessed cults before posting those prime tootsies online. Let’s not forget the dedication it takes to cultivate such a niche income stream. The man truly deserves a standing ovation—of sorts.
Then there’s the woman whose life has been hijacked by a karate-loving housemate whose understanding of personal space seems to be as flexible as his martial arts skills. Given the mess he makes, one can’t help but wonder if he’s training for a reality show rather than being a sane roommate. Here’s a thought: could her suffering count as a tax deduction?
Last but certainly not least is our upper-crust protagonist, tragically forced into an Edwardian-esque family portrait wearing a child’s sailor suit—talk about taking one for the team! Nothing says “I’m living my best life” like a vintage outfit that’s making a comeback at your expense. Perhaps it’s a family tradition, or maybe just some elaborate form of psychological torture.
Directed by the illustrious Adam Gunser from Good Oil, these ads cleverly promote Set for Life’s snazzy new slogan: “Monthly Cash, No Catch.” It’s like they’ve unlocked the secret to escaping all those soul-crushing side jobs—call it the financial equivalent of finding a hidden door in a video game. Goodbye, mundane tasks; hello, blissful freedom!
“Who hasn’t joked about selling feet pics in this economy?” quipped Laura Grimshaw, a senior copywriter at Special. “Or tolerated a flatmate they should have never accepted just for some rent savings?” Because, of course, living with a human tornado is a rite of passage in your 20s. Relatable? You bet! And as satisfaction blooms, so too does the hope that these characters can finally bid farewell to their hilarious predicaments once they hit that jackpot.
To roll out this dazzling new brand identity, Dentsu Queensland concocted a media strategy that feels like a multi-course meal—think streaming video, out-of-home ads, radio spots, social media, and partnerships. It’s deliciously comprehensive, just like any good side hustle might be.
Let’s give credit where it’s due:
Set for Life
CMO: Andrew Shepherd
General Manager Marketing: Ben Johnson
Head of Brand: Kirsten Read
Senior Marketing Manager: Kate Norris
Special
Partner & CEO: Lindsey Evans
Partner & CCO: Tom Martin, Julian Schreiber
Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Simon Thomas
And while we’re at it, let’s acknowledge Dentsu Queensland for their integrated media magic, ensuring no stone is left unturned—or foot unphotographed—in promoting this campaign. So there you have it: a humorous, satirical representation of the lengths to which we go for a little financial relief. May the odds of winning the lottery be ever in your favor, preferably without the need for foot photos.
