Gala Bingo develops ‘Bingo Like a Boss’ campaign with new TV ad

Gala Bingo has launched the next instalment of its ‘Bingo Like a Boss’ campaign with a new TV advert featuring the ‘Ice Queen.’

The new advert continues the Entain-owned operator’s creative series from last year, which encouraged customers to “add some glam” to their everyday lives and mundane tasks.

Previously, the campaign introduced characters including Gloria the boss babe and Doug and his dog, but the newly unveiled short focused on drag queen Frieda Balls.

The new advert shows Frieda confronted with the dreary task of taking her bins out in winter, before she struts her stuff along the driveway with a wheelie bin in hand.

The ‘Ice Queen’ launched on 19 October during Buying and Selling on ITVBe.

The ‘Bingo Like a Boss’ campaign will run over the next year and was developed by creative agency Antidote and production agency Outsider. It was directed by Chris Balmond.

The cross-channel campaign also involves a series of digital films starring the main characters.

Entain UK brand marketing director James Kennedy said: “I think we all need to be a bit more like Frieda because she demonstrates how life’s tedious tasks can be made fabulous and how you can add a touch of glamour to even the most mundane of chores.

“The ads really showcase the exciting side of the Gala Bingo brand, and we hope the nation can find some time in their day to get glammed up and feel like a boss, just like Frieda,” he added.

Gala originally unveiled ‘Bingo Like a Boss’ in February 2020 to encourage a younger demographic onto the platform.