Costa Bingo have finally unveiled their new TV advert starring Mel B. The Spice Girl has been signed up as the new face of the site. When we visited Costa after they revealed Mel's presence we wondered why she stood large over a London Cityscape scene. Now that the advert is out it all becomes a lot clearer.
Costa Bingo are playing on Mel B's Scary Spice persona by making her larger than life. She walks around the streets of London like a damn good looking Godzilla (or Statue of Liberty in Ghostbusters 2!). You'll see her pass The Gherkin, cross Tower Bridge and walk about the City district. Mel only stops her trip around The Capital when she spots a billboard advert for Costa Bingo. She then settles down to play on a larger than life iPad.
Putting aside the fact that Mel is massive, we do question whether (a) someone of that size would be able to walk around in heels and (b) the integrity of Tower Bridge would be maintained if an over sized Spice Girl in said heels walked upon it. Whilst we're picking holes in the plot there's also the question of how does Mel get power into her iPad and how is she able to connect to Costa. We're guessing someone's WiFi in The Gherkin is insecure?
It's a fun advert but it's more memorable for starring Mel B rather than for being about Costa Bingo. Of course that might not be a bad thing but the celebrity endorsement should perhaps not be bigger than the overall brand. That said Mel B comes across as a glamourous addition to the site and given the choice between The Queen of Bingo, Foxy or Scary Spice we're firmly in the Scary camp. Well at least until she talks - close your eyes and it could be a Foxy ad with Scary Jackpots!!
One thing that does seem to be missing from the advert is an additional hook. Mel does say "do you think I'm massive, take a look at this jackpot" but then there's nothing for us to feast our eyes on. There's also no mention of the free £5 no deposit bonus that's available to new players or any of the current Mel themed promotions. We expect that may well change once the advert hits the small screen.
Overall it's a huge marker to kick off bingo adverts in 2014. Is it a sell out from Mel B or a fantastic coup from Costa Bingo? The next few months should tell us how well players respond to the Spice Girl's arrival - and how Costa's competitors deal with it too.
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