Ladbrokes Coral brand GalaBingo will debut a new television ad campaign today to promote its UK-facing online bingo site.
The new advert will be broadcast across the UK on TV channels ITV, ITV Be and Channel 5 from March 10th.
Developed by Newcastle-based creative agency Cravens, the ad aims to build on the brand’s ‘play happy’ message by positioning GalaBingo as a ‘happy maker.’
Featuring a 20ft bingo cake, a marching band and a bingo buggy, an army of ‘happy makers’ build a bingo-themed world to the signature tune ‘Ga la la’ and invite players to ‘play happy’ at GalaBingo.com.
“In previous adverts, we’ve had the cast of Coronation Street and Emmerdale perform a karaoke version of the Ga la la song; hairdressers, gardeners, football fans and swimmers form a huge, happy choir; and even real players reveal what their ‘Ga la la’ would be,” explained GalaBingo brand director Angus Nisbet.
“Our mission has, and always will be to spread happiness in everything we do, and in 2017 we’re really trying to portray the fun-filled journey that players can experience onsite.”
Cravens, which also developed Ladbrokes Coral’s Electric Tiger ad in September, has been collaborating with the online bingo operator since 2014.
“Our happy journey with GalaBingo.com continues to be a joyful and successful partnership that keeps going from strength to strength,” said Cravens managing director Phil Coverdale.
“The gaming category has huge scope to create exciting and memorable creative that demands attention.”