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The new TV ad for the online casino Sky Vegas asks: "Why aren't you in Sky Vegas?"

Mcgarrybowen created the campaign, which also includes print and digital activity, to woo "notoriously promiscuous" consumers. It features a character wearing sunglasses called Michael who, according to the voiceover, was just "doing his recycling" this morning. His journey is shown by bright lights, guitars and roulette wheels reflected in his lenses. The work was created by Paul Bailey and Russell Hendrie, and directed by Chris Balmond through Outsider.