Over the last year Jackpotjoy adverts have been aimed at doing things just for the JPJ of it. This has been at the expense of Barbara Windsor's role as The Queen of Bingo but that is about to change in 2014 with the launch of a new campaign. The site now put Babs centre stage and she now has her own home - The Palace of Joy.
The Palace of Joy is located on a street (quite like the one you see in the Gala Buzz adverts) but one house happens to have a balcony. Inside The Queen of Bingo is seen in her royal suite driving around in a golf buggy along with her two bodyguards. Babs also tells us she's bursting with new ideas and that's accompanied with her infamous bra fling clip from Carry On Camping.
And "Carry On" is exactly where Jackpotjoy seem to be squarely planting their feet with this campaign. The Queen of Bingo is in a much more bouyant and playful mood than usual. We even get the signature Windsor laugh at the end as she tweaks the backsides of her two boys. Disappointingly the bodyguards don't resemble Phil and Grant Mitchell - even if there is a touch of the Peggy when Barbara says "ain't that right boys"!
The Carry On clip is fun but we're not quite sure why JPJ have opted to show Babs with her boobs out. It doesn't add anything to the proceedings in our view - most people will be more familiar with Windsor as Peggy Mitchell and may not realise she had an amazing comedy cinematic career. Whilst the nudity in the advert is brief we do wonder if it may get pulled up by Advertising Standards.
Anyway, the other reason for "Carry On Palace Of Joy" as we're dubbing this campaign, the advert is to promote the Fiat 500 prize draw. This is running every week on the site and JPJ will be giving away one new car until the 2nd March. We suspect that this won't be the only version of the advert during that period and hopefully they'll be more insights in to The Queen of Bingo at home.
This advert is more like the JPJ we love and if this is an indicator of what's ahead for 2014 then it should be a good year. What we do like about Jackpotjoy is that they've forged ahead without seeing how other sites are going to go about their business in the New Year. They've set an early marker and it's going to be a tough one to beat.
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