Sharon Osbourne stars in Gala Bingo campaign

Sharon Osbourne is starring in a TV campaign for online bingo site, Gala Bingo. It breaks this week.

The ads, created by Glasgow-based agency Frame, will show X-Factor judge Osbourne playing online bingo in a number of different situations such as in a health spa.

The ads are part of a national integrated campaign, which also includes below-the-line work by Iris. Media planning and buying is by Mediavest in Manchester.

David Miller, managing partner of Frame, says that the message is that it is easy and fun to play Gala Bingo online, no matter where you are or how busy you are. He adds: “We wanted to speak to our target audience in a fun tone of voice, depicting the glitzy aspect of bingo while keeping things down to earth and accessible in a way that reflects the brand values. Sharon Osbourne epitomises these values.”

The campaign continues an association between Gala Coral and Osbourne, which began earlier this year with a £2m deal to sponsor her ITV1 chat show, Mrs Osbourne Presents, which finished its run last week.