Adwatch (Feb 2) - Is Jackpotjoy on to a winner?

Jackpotjoy: Windsor is advocate
Jackpotjoy: Windsor is advocate

'Queen Babs' is perfect casting in bingo website's Christmas message to British women, writes Steve Grime, creative partner at Baby Creative.

Skip to full top 20 table

She was the Queen of Carry On, then Queen of the Old Vic - the EastEnders' pub not the theatre - and now she's been crowned the nation's Queen of Bingo.

'Er Right Royal Babsness, Barbara Windsor, fronts (something she's always done very well) this 10-second spot for gambling website Jackpotjoy. She delivers her alternative Queen's Christmas message to the nation while offering something wot the other Windsor lot (surely some relation) can't: 'A little Christmas bonus, whether you've been naughty or nice.'

All right, so it's mixing Santa metaphors with Plantagenet gags, but I don't care - it's a laugh.

Before it came up for review, I had already clocked this ad on The Discovery Channel during one of my favourite shows - Mythbusters (or was it American Chopper, or maybe American Loggers?). Anyway, it works for me, because I'm struggling to recall anything else that happened except that poor bloke losing his toes when the chain on his saw snapped.

Using any celebrity in a TV commercial is not easy. You have to be very clear about the fitness of the individual persona for the brand values you want to project.

In the late 90s, for example, John Cleese was bolted on to a series of Sainsbury's low-price guarantee commercials and the whole campaign was... well, I'd be very surprised if anybody ever owned up to them. Cleese is funny, but his humour is based on irascibility and irony, which has limited appeal.

Jamie Oliver, on the other hand, is no comedian - except when he tries to persuade me to try frying bacon with conkers. However, he continues to bring enthusiasm, freshness and believability to the Sainsbury's brand: its recent trading figures reflect this.

Ace Metrix recently carried out research on 2600 commercials and found that celebrity spots do not perform any better than non-celebrity ones - in many cases, in fact, they perform much worse. In other words, be very careful before you invest big bucks in a huge personality.

Well done to Jackpotjoy for getting it right. Windsor is a great advocate for promoting the notion of cheeky, yet innocent, girlie fun.

Going back to the ad itself, I think the execution missed a tiny trick by not having a few bars of the real Queen's Speech music - and shouldn't the dog have been a corgi?

Of course, nothing I say here will be of the slightest concern to Jackpotjoy. It already boasts a DD presence in online bingo, with more than 25% of a £1bn market and I reckon this Yuletide ad can only help its cup runneth over even more.

 

Adwatch (Feb 2) top 20 most recalled ads
Latest Jan-26 Brand Agency/TV Buyer Recall
Rank       %
1 -1 DFS  Uber/Brilliant Media 61
2 (–)

Gocompare.

com 

In-house/MEC 60
3 -2 Marks & Spencer 

RKCR Y&R/

Walker Media

58
4 (–) Möben 

DLKW Lowe/

MediaCom North

50
5= -10 Argos 

CHI & Partners/

Mindshare

43
5= (–) Freeview+  18 Feet & Rising/MEC 43
7= (–) Dreams  re:production/Starcom 40
7= -5 Tesco 

The Red Brick Road/

Initiative

40
7= -6

Currys/

PC World 

M&C Saatchi/

Walker Media

40
7= (–) T-Mobile 

Saatchi & Saatchi/

MediaCom

40
7= (–) SCS Furniture 

Martin Tait Redheads/

Martin Tait Redheads

40
12 (–) B&Q 

McCann Erickson/

ZenithOptimedia

39
13 (–)

Jackpotjoy.

com 

(Beta)/Maxus 38
14= (8=) Comet 

Euro RSCG London/

ZenithOptimedia

37
14= (–) Homebase  Leo Burnett/Mindshare 37
16 (–) Harveys  Velvet TV/MediaVest 33
17= (16=) Morrisons  DLKW Lowe/MEC 32
17= (–) Magnet  CheethamBellJWT/MEC 32
19 -14 Asda  Saatchi & Saatchi/Carat 31
20 (–)

Huggies Dry

Nites 

Ogilvy & Mather/

Mindshare

29

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