The U.K.’s favourite online bingo site, Gala Bingo, has debuted its Bingo Like a Boss campaign, unveiling a new leading lady, Gloria, a gloriously sassy woman who slays life whilst casually playing bingo.

The first of four ads (available here) stars Paisley Billings from TV show, Tattoo Fixers, as Gloria and features the character playing Gala Bingo on her phone whilst simultaneously shredding an electric guitar solo… using her feet! Inspired by Gala Bingo’s seamless and exciting gameplay, this advert (named ‘Toe Jam’) and the remaining three will encourage watchers to ‘bingo like a boss’ whilst outrageously living life to the full.

Supporting the TV ads, which run from 24th February to 16th March, is a digital campaign, as well as continued sponsorship of ITV’s The Chase and Channel 5’s iconic Aussie soaps, Neighbours and Home and Away, displaying Gloria’s ‘boss-like’ adventures both at home and down under.

With the aim of disrupting the category and inviting a new younger audience to experience the online game, the introduction of Gloria adds a fresh, modern edge to the brand, whilst maintaining relevance with its existing players. This is just one facet of Gala Bingo’s rebrand which includes an updated logo and tone of voice, a cleaner, refreshed look and colour palette, and a new approach to digital.