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By The Drum Team, Editorial

January 26, 2012 | 1 min read

Virgin Bingo has launched a new TV ad created by Manchester's ABF Pictures.

The production company, which is based in The Sharp Project, won the job after a rigorous creative pitch process against London-based rivals.

"The pitch process took around eight weeks," said creative director Matt Barraclough. "It was intense but very exciting. It gave us a chance to show off what we can do."

The ad was shot at The Sharp Project with the cast of 20 actors filmed against a green screen over two days. The surrounding 'make believe factory' backdrop was then created in CG over two months by the ABF team.

Barraclough said: "We wanted to be different from traditional bingo commercials, we wanted to tell a story but without taking it all too seriously. Bingo is fun, the Virgin brand is fun, I think the commercial is too."

ABF has also been commissioned to create a new TV commercial for Vistaprint, to be shot in February, and campaigns for online casino Roxy Palace and comparison site Simplify Digital.