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Promotional ideas and technique. Always radio, always positive.

Michael Bublé promotes the new Smooth Radio

Global Radio has chosen Michael Bublé as the face of the new Smooth Radio.

In the launch film, the wholesome crooner and master of the middle-of-the-road comes to the rescue with a radio tuned to Smooth.

Leaving a trail of open mouths and moistening the middle aged, an impeccably-tailored Bublé carries a branded radio into a private dining area of an upmarket restaurant to neutralise the awkward atmosphere. The couple then relaxes to the sound of To Love Somebody from Bublé’s Grammy-award-winning album, To Be Loved.

The spot takes the brand upmarket with a clear music positioning: if you’re looking for a station to just sit back and relax to when you need it, Smooth Radio is here.

The ad launches on Saturday 5th April during itv’s Saturday Night Takeaway. The spot will also appear on Channel 4 and Channel 5 and is part of a major boost to promote the former GMG station.

Smooth Radio re-introduced regional programming on 24 March.

Ad creative is from WCRS and media buying / planning from PHD.

Compare and contrast with the launch spot for Smooth FM in Australia, also starring Michael Bublé.