U.K. newspaper The Sun is trying to attract a new, younger audience to its Sun Bingo online gambling game with a funny, grime-inspired music video starring female comedian Jayde Adams.
The two-minute video, created by The&Partnership (the agency that recently rebranded from CHI & Partners), sees Adams singing the catchphrase "Are You Gonna Bingo" in a variety of unlikely locations - at a bus stop, on the red carpet, at a tea plantation and sitting on the back of a talking racehorse. Adams has won various comedy honors, including The Funny Women Awards (2014) and Best Newcomer at the Edinburgh Comedy Awards (2016).
Jack Clough, who most recently directed BAFTA winning comedy series "People Just Do Nothing," makes his advertising directorial debut with the film.
The campaign--which will run on TV and also spans print, digital and social media -- is aimed at reminding viewers that with Sun Bingo they can play anytime, anywhere on their smartphone. It's also aimed at bringing a new audience to Bingo--before mobile, the traditional Bingo gambling game (played in "bingo halls") was played generally by an older demographic in the U.K.