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Promotional ideas and technique. Always radio, always positive.

Capital FM, back with a new tv spot

No, it’s not made from Lego but there’s still lots to like about this.

The spot follows the three year old formula we all associate with Capital but is, by comparison, a little more assured and grown up than the earlier executions.

The producers have nudged down the energy and the brand colour bling to the point where it won’t make Grandma jump out of her chair during Corrie but cranked up the cool with greyscale visuals and that classy fingerclick break in the soundtrack.

Altogether it’s a bit more sophisticated and, with a more open sound mix, a little less desperate.

Best of all, the spot confidently reasserts Capital’s hit music positioning. Nobody else stands a chance of owning that high peak of clarity now.

We’re yet to see the media plan – let us know if you spot it on air.

Information for older readers

Who’s in it? Taylor Swift, Katy Perry, Tinie Tempah, will.I.am, Sam Smith, Ella Eyre, Labrinth, The Vamps, Rizzle Kicks, Elyar Fox, Ellie Goulding, Robbie Williams and Disclosure. Guess what? They never met.

Quiz

How many artists from the original spot, released in 2011, are in the new ad? No peeping.