Spiky lotto ticket

The Staatsloterij is the largest lottery in the Netherlands. On New Year's Day, it paid out no less than 30 million euros to one lucky winner. This year, the chance to win the big money was advertised by TBWA\Neboko - with a classic Jööh story and a prickly little friend. He was hit by a car, found on the street by a friendly old man and subsequently nursed back to health. Instead of focusing on the prospect of the million-dollar blessing, the focus is on charity and the importance of mutual help.

Even if the hedgehog with his Mickey Mouse nose seems rather animated to miss the mark: the story resonates with the audience. This becomes clear when you read the comments under the Dutch original version reads. "Eindelijk een reclame waar ik niet van boven de WC moet hangen," says one user, for example. Another sets clear priorities: "Ik wil niet die de 30 miljoen winnen maar die egel."

And you even learn why hedgehog Freddie looks so funny and has little in common with what runs around in our garden: "Freddy is een gedumpte afrikaanse witbuik egel... Deze kunnen niet overleven in de Nederlandse natuur." If we'd cleared that up, too.