Gambling firm Foxy Bingo is set to reveal a refreshed brand identity in a new integrated campaign launching tomorrow (24 November).

Developed in partnership with Neverland creative agency, the campaign will be led by a playful 30-second spot set to the 1981 track ‘Menergy’.

The ad sees customers at ‘Dirty Girtie’s’ Salon (named after the classic bingo call) break out in a fit of ‘foxy’ dancing, as they listen to the ‘BoomFox’ – a fox-themed take on the traditional boombox.

“Foxy Bingo is back and it is foxier than ever!” Gala & Foxy Bingo head of brand, Sara Jolly said.

“This campaign perfectly captures the foxy attitude, and sets the stage for a brilliant and playful new future for the Brand. It’s time for everyone to get their fox on.”

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Launching across TV, radio and online, the spot will be supported by a series of product films, radio ads and a responsible gambling version of the original film, in which the customers turn down the music and take a break.

Neverland executive creative director, Noel Hamilton added: “When you have an idea as simple as ‘Get your fox on’, suddenly ducks with mullets and a furry boombox make total sense.”