The&Partnership and Pulse Creative have teamed up once more with comedian Jayde Adams to create a seven-minute vlog
Building on the huge success of last year’s ‘Are You Gonna Bingo’ campaign, award-winning online bingo operator Sun Bingo, The&Partnership and onsite agency Pulse Creative have teamed up once more with comedian Jayde Adams to create a seven-minute vlog, aptly named: The world’s first Sun Bingo Vlog.
In 2019, Adams’ character Jaz has created her very own bingo-based vlog, filmed in her bedroom with the grudging help of her two best friends. In the show, Jaz introduces fans to ‘Mystic Megan’, (her mate with a purple sheet draped over her head), who can’t predict which balls are going to be called. Then there’s Ted, a “legend in the bingo community” whose segment ‘Ted Talks’ falls apart when he loses the ability to speak the moment he’s put in front of the camera. Throughout the seven-minute high-jinx’s, the latest bingo news is discussed (a petition for square bingo balls has reached 19 signatures), and competitions using prizes found in the garage are run.
The Sun's head of bingo and games, The Sun, Hannah Swales said: “Sun Bingo players love our fun, light-hearted, down-to-earth brand of Bingo, and this work reflects that – building on the humour and energy that worked so well for us last year.”
Adams’ character was first seen in a hilarious grime-inspired music video ad last year in which she asked viewers, “Are you gonna bingo?” in a series of completely mad situations, including at the races, on the red carpet and in the middle of a tea plantation. The new ads draw on the likeability, accessibility and humour of the character who has taken her love for bingo one step further by setting up her vlog. The new ads also retain the ‘earworm’ of a song, ‘Are You Gonna Bingo?’ which you’re guaranteed to be humming for hours after watching.
The&Partnership creative director, Danny Hunt added: “Last year we made the world’s first grime track about Bingo. This year we thought it might be equally ridiculous to make the world’s first vlog... as it turned out, being a bingo vlogger isn’t as easy as it looks.”
Regarding the length of the vlog he added: “We just wanted to stay as true to the idea as possible and show the work in full… We also had the talent of Jade (Perrier winner) and her sidekick Suzzie (Olivier winner), combined with the excellent writing from our very hairy creative team Adam & Ted; we just found the whole thing very watchable and un-Advert-like.”
Press, digital, radio and social executions will support the TV spots, and run across News UK assets and other media channels, to continue to build on the ongoing success of Sun Bingo.
The&Partnership executive creative director Yan Elliot said: “Last year a grime promo, this year a Vlog from her bedroom. Jaz doesn’t miss a trick making sure Sun Bingo is on trend! It’s great to see her back at her funny best.”
Adams is a force to be reckoned with, within the comedy world, having won the prestigious Funny Women Award in 2014, and been nominated for the Edinburgh Fringe Best Newcomer Award for her sell-out show in 2016. It’s anticipated that the new campaign will build on the great success of the launch with ‘Are You Gonna Bingo?’ becoming a catchphrase for all diehard fans of the game and newcomers alike.
Creative Agency: The&Partnership London
Executive Creative Director: Yan Elliott
Creative Director: Danny Hunt
Creatives: Adam Jackson and Ted Price
Producer: Emily Hendrey, Anthony Borkett
CEO: Sarah Golding
Senior Planner: Matt Linnett
Business Director: Sarah Wood
Senior Account Director: Keith Drewrey
Account Manager: Zornitsa Georgieva