Foxy Bingo - We Are Family
31 January 2008 by SilkyYou may remember Foxy Bingo’s last advert.
It was all a little confused with no-one really seeming to understand what was going on.
We argued whether the was a fox in it originally or whether there wasn’t a fox in it originally. Back and forth. Back and forth. But in the end we all agreed the Fox suit looked good, if not, very purple.
All very important, world changing, “What the Internet was invented for” stuff.
But now there’s a new advert:
If anything this new Foxy Bingo advert is a triumph for customer research. They clearly have a much better idea of who plays on their site and, I think you’ll agree, they’ve targeted them much more betterly.
For instance, from the folks I’ve spoken to that have actually played online bingo (yeah, I mingle), one of most addictive parts - other than gambling, of course - is the chat rooms. You see, some people apparently aren’t completely miserable sods who do nothing but complain about adverts and they can actually “make friends online”. Hard to believe, I know, but true.
So Foxy Bingo are using Sister Sledge’s “We are family” song (which they couldn’t resist changing a line to say “Play Foxy Bingo for free”. *Groan*.) and a big group of women walking down the street to represent a (online) community.
Do you see what they’ve done there? Do you?
OK, but beyond that literal slap in the face, the advert does feature, I must confess, some great visual references to bingo caller slang.
Starting with - maybe a bit too obviously - 2 fat ladies (that’s “88″ bingo slang fans), a disturbing Howard from the Halifax look-a-like “Man Alive” emerging from a coffin (that’s “5″ bingo slang fans), my favourite - the old lady with droopy draws (that’s “44″ bingo slang fans) and, possibly the most subtle, the Foxy Bingo bus is number 41 (that’s “time for fun” bingo slang fans).
Clearly a lot more thought has gone into this ad than old one and other bingo adverts that simply say “You can win money”
But…
I kind of liked the costume of the old Fox but now he’s gone all Tony Manero on us (audience targeting).
And the general quality of this advert seems much lower (audience targeting).
And there’s still no Sam Fox (general good sense).
I think I do like this advert more than the old one and I expect that it will do well for Foxy Bingo but, damn it, I wanted Sam Fox!
Update
If you’re interested, Simon, from the people behind Foxy Bingo, sent me a link to a short, yet informative, video of the making of the We Are Family Foxy Bingo advert:
Just How Bad is this Ad?
13 Votes
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8Responses:
Mister Al
Said on the 5 February 2008
A point of order.
‘We Are Family’ was by Sister Sledge and NOT by The Pointer Sisters.
As you were.
Silky
Said on the 5 February 2008
Apologies, Mister Al.
I got my pop group sister’s mixed up.
Fixed it now; it was the Andrews Sisters, right?
Mister Al
Said on the 6 February 2008
Yep. The Scissor Sisters. That’s right.
Simon
Said on the 6 February 2008
“he’s gone all Tony Manero on us” we had to get a new mask built for this to make the fox a bit softer after feedback the last one we had was too scary - there is a remote control for winking and a remote control for blinking - also his fluffy ears have servos in them so they move around again via remote control - finally his mouth is remotely operated. They eyes can be moved around as well having been up close to the new fox he is definately cooler if you like gadgets which we do! Next time we will go for Sam if we can afford her.
Nickie
Said on the 12 March 2008
Firstly - dont you dare get Sam Fox for your next commericals Simon, OMG, unless you want to appeal to the “always fancied two women” demographic, after all Sam likes to drink from the furry cup nowadays - not really condusive to appealing to your biggest player base!
The new Foxy advert is funky and ingenious - as are the clips in the sponsorship of the Jeremy Kyle show - you leave the Foxmeister as he is!!!
Robin
Said on the 13 March 2008
Is it just me, or is that really a woman inside the foxy suit? it’s most obvious at the end of the ad when he/she is walking away from the house party. this makes the fox seem slightly strange and creepy…
tasha
Said on the 20 March 2008
For some reason I am intrigued as to who is the person in the fox mask? If it is a woman thats really freaked me now. Please help me I need to know
chris
Said on the 18 November 2008
i most definately think that foxy is a woman,due to the walk on the advert. . . if anyone knows for sure please let us know ;0)
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