32Red launches new ‘Play IncREDible’ ad campaign
Kindred Group-owned brand’s new advertising push, featuring comedian Red Richardson, debuts across TV, radio, on-demand and digital channels
32Red has launched its new ‘Play IncREDible’ media campaign, featuring comedian and brand ambassador Red Richardson, which the operator has claimed represents a “fresh new look and feel”.
The campaign features a series of 30-, 20- and 10-second shorts produced by London-based production company Armoury Films.
The 30-second version starts with a flying slot machine descending onto a giant roulette wheel atop a casino adorned with the 32Red logo, to the soundtrack of Filthy/Gorgeous by the Scissor Sisters.
Richardson can be seen riding a chariot through the building with circus dancers, dancing playing cards and a giant gorilla in the background.
He then sits in a spinning chair in front of a large screen featuring a gameshow host, declaring that “entertainment is everywhere”.
Richardson then references 32Red casino games based on ITV game shows such as Tipping Point, The Cube and I’m a Celebrity… Get Me Out of Here!
The comedian goes on to wear sunglasses before asking the viewer if they’re ready for a blinding offer and revealing 32Red’s ‘150% up to £150’ welcome offer.
The campaign launched in the UK on 1 September across radio, TV, on-demand and digital channels.
Kindred Group-owned 32Red said the campaign marks a new way to “explore fresh and engaging ways to connect with its audience as an entertainment brand” while providing a “unique entertainment experience that embodies everything that 32Red represents”.
Adam Gaskell, 32Red head of UK marketing, said: “We’re thrilled to launch this new campaign featuring Red Richardson as our new brand ambassador.
“The energy and wit he brings are perfectly aligned with the 32Red brand, and we believe this campaign will set a new standard for how we engage with our customers.”
Rollo Hollins, director at Armoury Films, added: “The brief for this campaign was all about pushing boundaries and creating something that resonates with 32Red’s audience on a deeper level.
“By bringing Red Richardson into the mix as their new ambassador, we added a unique flavour of humour that perfectly complements the bold and unexpected moments we’ve created.”