1Xtra’s new terrapin tv ad

The back of the bus forms the set for national digital station, 1Xtra’s new TV promo. A rather bizarre creative treatment seeing a rapping terrapin with the question ‘are you getting 1Xtra’.

Take a look ..

It’s a rather laid back creative with a real strong focus on the music. Personally – I don’t get it. It seems a really far fetched idea and I don’t see the artist meet terrapin link -however, I do see how it effectively communicates the music positioning and relaxing nature of the station. It also helps to bring some personality into its key flagship talent Charlie Sloth and Mistajam.

RAJAR Rises

The ad breaks virally on the day where 1Xtra are celebrating their highest-ever listening figures with 1.13 million weekly reach – up 15% year on year.

Behind the scenes

Have a look behind the scenes of filming the video: