Leo Burnett devised the TV and cinema campaign, which reinforces the message by featuring Gala winners receiving unexpected expressions of love.
The three 30-second, Traktor-directed spots are targeted at bingo aficionados and are based on Gala's claim to create more nightly winners than any other bingo operator, handing out £18 million a week in winnings.
McCann-Erickson Manchester is handling media planning and buying for the initiative, in line with Gala's strategy of adding a younger audience to its traditionally blue-rinsed following.
The films each show a Gala winner undergoing a bizarre love experience.
In one, a large dog banishes his bad breath by brushing and flossing his teeth before greeting his owner. Each ad ends with the line: "At Gala you could win £25,000 every night - and everyone loves a winner."
Jonathan Budds, the Leo Burnett copywriter who created the commercials along with the art director Anita Davis, said: "Most bingo advertising is to convince you to go there to pull or drink cocktails. This campaign gets back to what it's really about - winning cash."
Post-production for the campaign was through the Moving Picture Company.