The Drum Awards Festival - Media

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By John Glenday | Reporter

September 22, 2022 | 2 min read

Paddy Power is channeling its distinctive brand of irreverent Irish humor toward Netflix’s Regency-era hit Bridgerton with the release of a parody commercial.

The period drama has inspired Bingoton, billed as a ‘drama with balls,’ which sees the eligible Miss Bingoton assess a selection of ‘gentlemen callers’ in a 19th-century version of Tinder. The comical courtship sees a procession of bingo ball-clutching suitors paraded, only to be summarily dismissed, with one causing the lady to give a disdainful instruction to a footman to “swipe left.” Another unfortunate soul is caught catfishing with an out-of-date portrait, while a gentleman from Essex similarly meets his match, with Miss Bingoton declaring: “The only way is exit!”

Sparing no expense to bring the past to life, the bookmaker recreated a high society ballroom presided over by a glamorous lady-in-waiting alongside her master of ceremonies.

Tom Muldowney, head of gaming marketing with Paddy Power, said: “We wanted to make a ballsy ad, and Miss Bingoton felt like the perfect leading lady to convey our ‘more chances’ message. That’s with the exception of the suitor who sent her (Charles) Dickens pics. He remains on the cutting-room floor.”

Produced by creative agency Octagon, the 30-second TV ad will premiere during tonight’s edition of advertiser favorite Coronation Street.

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