Sun Bingo’s latest ad wholeheartedly eludes the crusty stereotypes associated with the sedentary gambling game, tapping into meme culture with rapping horses, the director of People Just Do Nothing and a cover of Funky Dee’s grime masterpiece, ‘Are You Gonna Bang Doe’?
The integrated ‘Are You Gonna Bingo?’ campaign is led by a two-minute hero film starring Bristolian comedian Jayde Adams. After asking her mates if they are indeed ‘gonna bingo’ at the bus stop, she goes on to star in her own highly produced music video endorsing the humble numerical game of luck.
The film aims to show how players can enjoy bingo action anywhere at any time through The Sun’s online game. Adams and her posse are seen playing on their phones on a mini golf course, standing in a field, on the red carpet, at the greyhound races, in an Asian tea plantation, and in Tenby, Denby and Scratchy Bottom.
The breakdown comes from a rapping horse, upon which Adams is sat playing bingo.
Accompanied by print, digital, radio and social media, the work is the first for Sun Bingo from The&Partnership London. The agency was appointed to refresh the brand, raise awareness and drive registrations last December.
The film is the advertising debut of Jack Clough, the director of BBC Three comedy series People Just Do Nothing.
Yan Elliott, joint executive creative director at The&Partnership London, said: "With Jayde Adams in front of camera and Jack Clough behind it, the team have created something genuinely funny."