Capital FM have revised their stand out TV creative for 2012 featuring a new artist line up designed to promote the UK’s Hit Music station.
The original ad which launched exactly a year ago when Capital FM became a national station has received a large amount of praise, including the Arqiva Commercial Radio Marketing Award. It now has a fresh look for 2012 which includes playlist artists The Wanted, Labrinth, Ed Sheeran and Jessie J. We also see Rhianna with a new blonde hair do!
UPDATE 03.01.2012 – 16:30
It seems that listeners across the North East and London get more than the worlds biggest starts in their creative as the new Breakfast Show teams make an appearance in the regional variations with Bodg, Matt and JoJo, who replace Steve and Karen following news of their move to Metro Radio in the Spring after ten years at the station and Dave Berry who replaces Johnny Vaughn- with the advert helping to raise awareness of the new show as well as the music proposition. SMART!
We featured the advert (12 months on) and its effect on social and music industry buzz in our festive edition of The Earshot Creative Review podcast - showcasing how the ad is a great example of partnership between the music and radio industry and how it’s a great celebration of radio. In the podcast - James Cridland discusses how the ad is a great example of Capital telling us that ‘Radio is fantastic’ as it promotes the medium of radio with the biggest names in music telling us to listen to the medium.
Music tastes change, playlist changes and the station needs to be sure its on top of the coolest artists around. Jessie J makes an appearance in the new creative ahead of her year as a reality TV judge on the BBC’s The Voice along with Ed Sheeran, Example, Labrinth and Global’s very own The Wanted.
However, I am surprised One Direction don’t make an appearance as their album was fastest-selling debut album of 2011. The Wanted make their appearance with the phrase “Boom” which sends the Twitterverse into foray with #TWBOOM trending both in the UK and across the world.
The new TV creative has certainty help spike the social buzz for the station as people take to the social networking site of Twitter to share their thoughts on their favourite artists appearing on the new advert .
Twitter search results for 'new capital fm advert'. (Click to read full size)