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Promotional ideas and technique. Always radio, always positive.

Heart shows only radio is part of the family

Two ads here. One for the US streaming music service Pandora and the other for the UK’s biggest commercial radio brand, Heart.

Both are smartly storyboarded, cast and directed and they’re both about music. They also demonstrate the dramatically different roles that streaming services and radio play in our lives.

Streaming services like Pandora, Deezer and Spotify can reasonably own a music personalisation positioning but radio owns shared experiences, a sense of place, of time and a deep connection with your life now.

Pandora skews selfish while Heart skews family. It’s a good way to show radio’s vitality. After all, if Mimi wins her dance competition you won’t hear about it on Pandora.

Credits

The Heart spot was written and directed by Phil Bolger at How Now Creative in London which also took care of production. Special mention for colourist Vicki Matich who, among other things, locked the Heart red colour to its perfect hue throughout.