Gala Bingo has debuted ‘Ice Queen’, the next TV advertising instalment of its nationwide ‘Bingo like a Boss’ campaign.    

Last year, Entain Plc ordered a refresh of Gala Bingo’s marketing to reconnect the heritage brand with UK bingo audiences.  

London-based Antidote was appointed as Gala Bingo’s new creative marketing agency, winning the £13 million valued advertising account.

The ‘Bingo like a Boss’ campaign was launched as part of high coverage advertising strategy promoting Gala Bingo across UK daytime TV programmes and digital TV broadcast platforms.

The campaign’s new instalment will introduce the new character of drag queen Frieda Balls, branded as the ‘sassy Ice Queen, who dominates the bingo scene’.  

The ‘Ice Queen’ advert made its UK debut on Tuesday 19th October during Buying and Selling on ITVBe at 08:15.

James Kennedy, Brand Marketing Director, said: “I think we all need to be a bit more like Frieda! 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!”