Creativity

Comedian Jayde Adams Asks 'Are You Gonna Bingo' in The Sun's Grime-Inspired Music Video

Ad Is Aimed at Bringing a Younger Audience to the Gambling Game

By Alexandra Jardine. Published on Mar 01, 2018

Editor's Pick

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.

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Credits

Date
Mar 01, 2018
Agency:
The&Partnership
Client:
The Sun
Chief Marketing Officer:
Kate Bird
Head of Marketing Communications:
Natasha Stanton
Executive Creative Director:
Yan Elliott
Executive Creative Director:
Dave Buonaguidi
Creative Director:
Danny Hunt
Creative:
Jon Coates
Creative:
Josh Welton
Creative Services Director:
Tom Loxley
Head of Art:
Emma Modler
Head of Art:
Marc Donaldson
Designer:
Stathi Kougianos
Visualizer:
Rob Swainson
Visualizer:
Charlie Townsend
Creative Planner:
Oliver Feldwick
Head of Film:
Charles Crisp
Producer:
Emily Hendrey
Business Director:
Sarah Wood
Account Director:
Freddie Eaves
Account Manager:
Catherine Lynch
Account Manager:
Imogen Blackburne
Production Company:
Hunky Dory
Producer:
Nick Papworth
Director:
Jack Clough
Photographer:
Alan Powdrill
Offline Editing:
Al Sinclair
Post-Production/VFX:
Electric Theatre Collective
Producer:
Jessica Easton
Audio Producer:
Grand Central Recording Studios
Audio Producer:
Munzie
Voiceover:
Jayde Adams
Media Agency:
M/Six

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