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.
Regional versions
London
Liverpool
Campaign
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.
Credits
Director of marketing at Global
Adam Johnson
Media agency
PHD
Creative agency
Mr President
Creative director, partner and co-director
Jon Gledstone
Creatives
Victoria Trow
Emily Hodge
Planning director
Kenny Nicholson
Client service director and partner
Shahla Lalani
Account director
Tom Trevelyan
Producers
Nikki Cramphorn
Lauren Havard
Production company
The Mill
Director
William McGregor
Head of content and producer
Josh Davies
Production managers
Terri Wood
Patrick Bailey
Main unit camera
Sam Heasman
Additional unit cameras
Remi Aaron
Gundeep Anand
Evelina Engberg Norgren
Offline editors
Ten Three
Editor
Kev Palmer
Assistant editors
Chay McTavish
Liam Bachler
Post-production
The Mill
VFX executive producer
Ian Berry
VFX producer
David Keegan
Flame artist
Jo Tang
Colourist
Mick Vincent
6 Comments
Trackbacks/Pingbacks
- “Only on Capital” – a brand new TV advert from UK’s leading hit music network – RadioAssistant.com - […] website Earshot Creative writes of the new […]
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A rather gushing piece rather than being informative and factual. Raising the bar…testament to Global…It’s clear what the site thinks of Capital and Global – can do no wrong – But lets remember the Capital ads much lauded for along time as amazing were rip off of iHeartRadio’s creative and not testament to Globals creative vision. No mention of that?
Hello Michael. Earshot is factual and positive. If we don’t believe something is truly notable and useful for others then the site simply doesn’t feature it. The provenance of Capital’s advertising, and its inspirations, are recognised in our historical pieces. This new spot breaks away from that formula as my piece reports. Please do send, to me or Hayley, other examples of good promotional work you feel deserves a wider audience. I’d be very happy to share them within Earshot.
Hi Steve – sorry to disagree but you didn’t make reference to the provenance in your piece from 10 February 2014. On the reworking of the ad which was essentially the same creative minus the backgrounds. I just want clarity that Capital is using STOCK footage in the main which like a syndicated jingle package just adds a different logo – They’ve got the artists to name lots of stations in the same shoot – I just fail to see how that solidifies Capitals creative va va voom when it was a syndicated ad – https://www.youtube.com/watch?v=I6sPvDuS5jg I accept the new ad may be creatively new but can you CONFIRM that it is not a local version of a US designed Ad?
Yes I can. It’s a UK production from Mr President of Soho Square. Full agency, production and client credits now on the article.
Michael –
I believe that Capital did the artist-led ads first and then the format was duplicated by iHeart afterwards.
…also (didn’t realise comments were backwards) as I understand it, all of the ‘artist drops’ are filmed at Capital’s Summertime Ball and Jingle Bell Ball (rather than syndicated pieces).