Sunderland-based Tombola launched its new advertising campaign, Open For Fun. It marks the brand’s first collaboration for one of the UK’s top bingo sites with agency partner Meanwhile.
The two-minute film presents a notable shift in tone and creative direction compared to earlier campaigns. It features an original song by The Midnight Beast, the comedy music group best known for their YouTube parody of Ke$ha’s popular song TikTok from the early 2000s.
The advertisement debuting on ITV, stars stand-up comedian Jo Griffin and showcases the various unexpected moments when bingo is the perfect activity. It begins with more ordinary scenarios and quickly moves into the absurd. This approach feels refreshing in a typically uninspired industry and effectively aligns with the trend of brands integrating music videos into their marketing strategies.
Tim Jones, CCO at Meanwhile, said:
“This is such an exciting point in the evolution of the brand, and it’s been a privilege to work so closely with the tombola team on this project. We set out to disrupt and change the market and I think we will,”
“We have a clear direction and campaign vehicle, and these are exciting times for us all as we hope it becomes ingrained in popular culture.”
Dawn-Elizabeth Howe, Head of Brand and Planning at tombola, added:
“The work is full of fun, fresh, and unexpected. Plus, it comes with the added pleasure of a song you just won’t be able to get out of your head!”
The new ad campaign will be featured on television, video-on-demand, out-of-home advertisements, and audio platforms, all managed by Essence Mediacom. Agency That-Lot, part of the Weber Shandwick Collective, will team up with Tombola, who announced record financial results this week, to create a social content strategy and gain earned media coverage.
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