Spot titles: Dice, Blackjack - Win, Cherries, Blackjack - Lose
Client/Brand: Adsdotcom / Intercasino
Client: Peter Marcus, Marketing Director, Adsdotcom
Agency: Personal, London
Creative Director: Jason Andrews
Copywriter: Jason Andrews. Mike Poole
Art Director: Richard Worrow
Agency Producer: Thalia Wirth
Planner: Greig McCallum, Personal
Director: Tim Brown
Production Company: Therapy Films, London
Executive Producer: Georgina Fillmore
Producer: Natalie Isaac
Director of Photography: Luke Palmer
Editorial: Steve Gandolfi, Cut & Run, London
Post Production: Nice Biscuits, London
Sound design: Wave, London
Music Composer: John Robertson, Ocean Bloem Productions, London
Model Maker: John Hall, Ferrox
Media agency: M2M
Exposure: National television, both terrestrial and satellite


Creative Brief:

The UK laws changed on 1st September 2007, allowing gambling to be
advertised on TV for the first time. Intercasino is the world's first online
casino, established in 1996. But in spite of that, they don't have the
marketing budget to outspend the likes of William Hill and Ladbrokes. They
briefed us to come up with a TV campaign that would have the stand-out of a
big-spend ad campaign but at a fraction of the budget.

Our solution was to develop comedy creative for our largely 25-45 male
audience, weaned on the likes of Trigger Happy TV and Alan Partridge.  It's
loony, funny and deliberately offbeat to demand attention. The ads are short
and run in pairs as break-bumpers, effectively dominating the ad break as
mini-explosions to open and close the break.

Incidentally, Intercasino were the first gambling advertiser on UK TV, with
the first ad running at 00.20 on 1st September 2007.