Capital FM tv spot, August 2016
A tv spot from Capital is always worth watching, and to coincide with the start of the new X Factor series on British television, the UK’s leading hit music network has released its latest ad as part of a campaign called “Only on Capital”. In the promotion of UK commercial hit music radio, it raises the bar again.
Global’s obsessive attention to detail in brand management and its reputation for punching through in style means that many working in the marketing of competitive radio will look carefully at its latest work.
The new ad marks a departure from the string of green screened celebrity spots that formed the brand’s campaigns in recent years. In the new spot the hit music stars are still there but the footage draws heavily from backstage activity at the Summertime Ball, and from Capital’s studios and offices.
It’s testament to Global’s investment in its Leicester Square facilities that the studio shots here can be intercut directly with stagework from Wembley Stadium. Would pictures from your radio studio stand up to that?
The evening show with Roman Kemp features in the generic national spot. Arguably, that’s a good accessible entry point for new listeners for whom daytime listening will be a matter of established habit. Of course Roman is a class act who lives Capital’s demographic and musical brand values.
Localised versions also featuring breakfast talent have been produced for transmission in the London, Manchester and Liverpool areas.
The piece is cut to Blow Your Mind (Mwah) by Dua Lipa and its messaging positions Capital ever more as a multiplatform music entertainment brand, not solely a radio station.
Oh, and Justin Bieber is in it.
And nobody says “boom” this time.
Beyond the tv creative, Capital’s campaign extends to outdoor and digital with 400 bus sides in London showing Dave Berry, George and Lilah from breakfast, and from 12 September digital video on the London Underground.
The digital video executions again exploit material from the Summertime Ball where Capital set-up a two-way mirror backstage to generate additional footage.
Director of marketing at Global
Creative director, partner and co-director
Client service director and partner
Head of content and producer
Main unit camera
Additional unit cameras
Evelina Engberg Norgren
VFX executive producer