In Germany, Eurojackpot is leaning hard into the 1990s comeback with a new campaign built around Bruce Lacy, best known as the frontman behind the 90s Eurodance act “Captain Jack.” Lacy appears as “Euro Jack,” using a newly staged version of his character and music, and the campaign is framed around the idea of bringing 90s-style energy, optimism, and “anything is possible” confidence into today’s jackpot moment. While the creative is positioned as a Eurojackpot campaign, the German press materials and images are credited to WestLotto, and trade press describes it as the national campaign for WestLotto’s Eurojackpot offering, so it is best understood as a Germany-focused Eurojackpot marketing push rather than a single pan-European master campaign.
The new claim is “Verrückt viel Geld,” with Euro Jack acting as a companion at the moment of winning, punctuated by his “EYO Euro Jack!” catchline and surreal visuals (including a diamond-studded jet-ski swan) as the winners are whisked through fantasy worlds. Lacy ties the creative back to player behavior, saying he and his manager will stop at a retail location and play when they hear the jackpot is unusually high (he mentions figures like 80 or 120 million), and he pushes a simple participation message, “If you don’t play, you can’t win.” From a media and channel standpoint, the campaign is described as a broad 360-degree rollout that includes a return to linear TV alongside digital video and social placements, and it is anchored, as usual, to Eurojackpot’s Tuesday and Friday draw schedule.
