Television may have earned playful scorn from some critics who called it the box, but the truth remains: the images from holiday raffles linger in people’s memories long after the credits roll. When bells chime on New Year’s Eve, the commercials that accompany the Christmas Lottery moment become unmistakable signals of the season. Even in an age where social media often dominates the conversation, these spots still circulate with the same or greater enthusiasm as in the days when television reigned supreme.
In Spain, the Christmas Lottery has long carried an additional cultural thread: alopecia. Since the late 1990s, the famous “lottery bald man” character helped elevate these adverts to a national icon, tying him to the draw and its legendary wish for luck. Though the bald figure has not appeared in recent years, the association remains a recognizable marker of the season, a reminder of the promises and surprises that the draw represents. The appeal lies not just in the cash prizes or the slogan “may luck be with you,” but in the narrative arc that culminates with the draw’s finale and its emotional resonance for viewers.
The Christmas Lottery’s origins reach back centuries before the televised spectacle. The first official draw, held in the early 19th century, dates to 1812 and was conceived in Cádiz, a city tied to the region’s constitutional history. It would take a long arc before television began to shape the experience for households across the country. The black-and-white era, ushered in by a 1956 broadcast, marked a turning point when the event became a national ritual rather than merely a local occurrence. The visual language of the ads evolved slowly, yet some foundational elements remained recognizable. A small percussion motif and the cadence of the numbers still convey a sense of anticipation that stands in stark contrast to today’s fast-paced formats. In the early days, El Gaitero wine and its accompanying sponsorships were among the brands most closely associated with the draw, shaping a tradition that modern campaigns would later remix. Today, Freixenet and its celebrated bubbles are the more common cultural touchstone, but the core idea endures: a moment that gathers families around the television to share in the possibility of a transformative prize.
While the lottery stories are central, Spain’s festive season also features other celebrated commercials that have become woven into the cultural fabric of Christmas. Notable examples include iconic ads for cava and other sparkling wines, such as the traditional nougat campaigns from the late 19th century and the legendary almond tree motif. These pieces, though not part of the lottery itself, sit alongside the raffle’s spectacle as enduring memories of holiday generosity, aspiration, and the emotional pull of the season. The image of the bald man remains a potent symbol in the collective memory, a reminder of how one character can crystallize an entire advertising era and become inseparable from the tradition of giving and hoping for good fortune.
As broadcasting evolved, RTVE shifted the advertising approach in 2005, moving from straightforward announcements to short, cinematic pieces that functioned as compact films. This evolution allowed more elaborate storytelling, including animated formats, which made the Christmas Lottery an even richer viewer experience. The campaigns occasionally sparked controversy or became memes, with performances by notable figures such as Raphael or Montserrat Caballé adding to the public conversation. The 2023 season was anticipated with curiosity, as each year promises a fresh surprise that could brighten gatherings and provoke smiles as families and friends share the moment online and in person. The hope remains that luck will accompany the viewer, turning a simple moment of watching television into a cherished recollection of the holiday season.