Directed by Danny Capozzi, Addiction’s TV commercials for IPN use quirky animated characters to entice novices and pros to the online poker site.

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Addiction combined colourful and fun animation with the voice of Leslie Philips in its recent TV advertising campaign for online poker network IPN. Designed to appeal to as wide an audience as possible, the animated commercials demonstrate the accessibility of IPN’s site by informing viewers of its comprehensive online tutorial service.
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Approached by the client St Enedoc, Addiction was asked to create a 60-second commercial targeting both experienced players and poker novices, which invited them to visit the Web site. However, Addiction’s creative director Ivor Kayne felt that the needs and wants of the two groups were too different and suggested that two 30-second ad would serve the company better.
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One commercial encourages experienced players to visit IPN because of the number of free roll tournaments available on the site, while the poker novice’s need for reassurance that it doesn’t matter that they don’t know how to play poker were addressed in the other, explains Kayne. For poker virgins, IPN offers free tuition and non-gambling tables, where they can learn safely without losing money.
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“We chose to use animation for the commercials to make the most of a small budget,” he says. “It also helped us stand out in the market, and gave IPN a friendly non-threatening persona that would appeal to the poker novices.”
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