Th2ng Directs Commercial For King.com

Director Tom bird of th2ng (thing two), the London-based live action production company, has delivered his first commercial for king.com, the world's largest online skill-gaming site.
The 30-second television advertisement, which airs from this week, is the third spot in king.com's cheeky TV advertising showing the familiar female player involved in online skill-gaming.
The TV campaign aims to bring online skill-gaming to a wider UK audience by showing that playing online is entertaining, easy and very affordable with free or very limited cash input required to get started.
The advertisement predominantly consists of live action elements directed to reflect a 60's Motown atmosphere. It was choreographed with an appropriate music score and the characters' outfits are reminiscent of the 60's era.
The ad's protagonist clicks and stares at her laptop anxiously, awaiting the results of her playing fortune. And in doing so, she is supported by good fortune spirits embodied by a retro-style trio of backing singers.
Within seconds, the session turns into a blend of suspense and excitement as the character gets closer to an emphatic win. The backing singers' emotions run ever higher as they falsely kick start their celebrations every time they think something has been won.
Eventually, the player wins, pocketing just 20p before ending up in totally out of proportion celebrations. She gets a makeover similar to the backing singers' and joins their king.com community of game winners.
The ad concludes with the iconic logo of king-com and reminder that the game is open to anyone over the age of 18.
Hannah Cooper, th2ng's producer, said: "Tom Bird's great understanding and appreciation of good styling and 'beauty' lighting earned him a very respected status in the music industry. We are very pleased that with this advert for king.com, he has now successfully brought his live action credentials into the commercials world."
(KMcA/BMcC)