Winnings Hugs For Jackpotjoy Winners
Added on Tuesday 24th September 2019
The battle for best bingo advert for 2019 is hotting up with another contender in the bag. Actually, that's a little bit sarcastic as the number of new ads in 2019 has been pretty dire. Thankfully Jackpotjoy have livened things up with a new campaign starring Paddy McGuinness. There's a winner every minute on Jackpotjoy, which means a lot of #WinningHugs.
The advert shows Paddy McGuinness - at least initially - giving a lucky Jackpotjoy winner a hug after winning on the site. Hugs are dished out to further winners throughout the advert, but not every hugger is Paddy, even though they're dressed in a blue tracksuit. In fact the different Paddy's include a dog, a lady with a drawn on beard, hologram and blow up doll! The message is that Paddy can't hug them all as presumably there are so many winners.
Hold Me, Thrill Me
If you're wondering what song accompanies the advert then we can tell you. It's "Hold Me, Thrill Me, Kiss Me" sung by Mel Carter. This was a hit in 1965, although it was originally performed by Karen Chandler in 1952. Gloria Estefan covered the track in 1994. We like the track and it's nice to see bingo adverts bringing back a classic tune and it's the perfect soundtrack.
The advert itself is a lot of fun, but perhaps still a long way from the classic racing mobility scooters of old. Although the message is that Paddy can't be everywhere to hug all the winners we do wonder whether the ad is a play on the "deep fake" trend. Deep fake is described as a technique for human image synthesis based on artificial intelligence. Watch the ad for the first time and see how fast you realise not every hugger is Paddy?
One thing that we don't understand is why bingo brands continue to use hashtags within their adverts. A search on Jackpotjoy's #WinningHugs reveals that only JPJ are actually using it. For us this is pretty indicative that either no one is interested in these hashtags - or no one is interested in commenting on bingo adverts. We'd love to see Jackpotjoy encouraging others to share their photos of #WinningHugs though - maybe that will come another time.
Finally, another point worth raising is that the role of Paddy McGuinness seems to have moved away as a successor to Barbara Windsor's Queen Of Bingo. Paddy dressed in his blue tracksuit doesn't look the least bit regal and bingo is never mentioned. This could be an indication that Jackpotjoy is encompassing itself as a slots and bingo destination rather than limiting it's ads to bingo.