What’s your ga la la moment? What even is that? Well, unless you’ve been living under a rock for the past few years, you MUST have seen the Gala Bingo infectiously catchy TV ad featuring the “ga la la” bingo song accompanied by theatrical dancing and all manner of tongue in cheek cheesiness! The genius’s behind the advert were Cravens, and they’ve come hitting back with another blinding TV spot, this time featuring fans of the Gala bingo franchise talking about their individual gala bingo moments via the medium of, you guessed It, the infamous gala bingo theme tune.
What are these “ga la la” moments? They’re a collection of people’s favourite places, the place they like to “escape” to and hide away from the world – which, madly enough range from a boat in the middle of the ocean, to a bathtub full of marshmallows! (can you really call that crazy? That seems pretty legit in fairness.) Bosses at gala bingo proudly stand by their unique approach to advertisement and say “gala bingo is all about entertainment and escapism from the averageness of day to day life, and we feel that these new TV ads really capture the fun side of the brand and create emotional connection with the audience.”
The cost of creativity is often a monumental amount of effort and time, not to mention the logistics of an operation of this scale, which, in this particular instance, were as unique as the concept it self. “Horses, doves, yachts, models, dancers, Pomeranian dogs. Our shoot had a lot of crazy parts to pull together. Given our brand is all about ‘happy’ it was only appropriate it was the most fun shoot to be on. Filming in the Costa Del Sol in May of course helps.”
It’s always amazing to see something simple, jotted down on a note pad, totally transform into a nation wide phenomenon and reach so many millions of people and become an internationally recognised social feature, and this is exactly what’s become of the entire gala bingo marketing concept. “With first writing ‘gala la la’ on a note pad to watching this campaign grow and grow as an expression of bingo joy has been a fun filled journey. Gala bingo are a joy to work with. They have a lot of love for this campaign as do we.”
Late June saw the arrival of the first advert with autumn yielding a period drama style romance and the Winter showcasing some seriously high end choreography to remember – it’s clear that with the amount of fun being had behind the scenes at gala bingo and Cravens a like, it’s unlikely that the ideas are going to dry up any time soon.
It’s great to see a company embracing the side of their personality that the general public really fall for, the side that drives the business and in fact forms the framework of the companies’ existence in the first place. Without passion and fun, no two companies would ever exist, and it’s truly a breath of fresh air to see television adverts that capture the “love” rather than the money.