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Ice Queen is the new Bingo like a Boss icon at Gala Bingo

This week we have seen a new Gala Bingo TV ad campaign launch. It features drag artist Frieda Balls and has her dubbed the ‘Ice Queen who dominates the bingo scene’.

‘Gala-la-la’ returns, but not as you know it

While Gloria (played by Paisley Billings) may be taking a back seat, the Bingo Like a Boss campaign rolls on at Gala Bingo with very strong messages. London ad agency Antidote is running the £13 million advertising account for the bingo brand and they are making sure that while the imagery is very different the audience will still connect subliminally with the old messaging.

Listen closely, and over the heavier rock beat and the snow and wind, you will hear the ‘Galalala’ theme that became so popular a few years ago and featured heavily in the brand advertising. This is very clever.

Gala Bingo Ice Queen video

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Where are the Gala TV ads showing?

The ads will continue to run at core times during numerous national daytime TV programmes and across various digital TV channels.

The message is that mundane tasks can be made less so and that everything can be made just a bit more fabulous – which is a great message to pass on in relation to bingo as a great form of entertainment that people may not consider exciting at first glance.

Brand Marketing Director James Kennedy commented:

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!

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