Mon, 31 Jan 2022 11:06:00 GMT
Global has launched its latest TV ad campaign, a light-hearted and engaging creative which sees Capital Breakfast with Roman Kemp presenters - Roman Kemp, Sonny Jay and Siân Welby - ‘auditioning’ some of music’s biggest stars to join them on the show.
Created by independent creative agency Mr President, in collaboration with Roman Kemp, the 30-second ad stars artists Ed Sheeran, Olly Alexander, Becky Hill, Joel Corry, KSI, Lil Nas X and Anne-Marie as budding musicians starting out on their journey.
The integrated campaign will run across multiple platforms for the next three months, led by the TV film which premiered on Saturday night during The Masked Singer. The film will run as a social media campaign on YouTube, Facebook, Instagram and TikTok with planning by PHD.
Cilesta Van Doorn, Global’s chief marketing officer (CMO), said: “Roman, Sonny and Siân have an infectious sense of fun that is wildly entertaining and we wanted to capture that spirit and bring it to a TV film. As the biggest radio brand for hit music we decided to create a crazy world where these world-famous, established artists like KSI, Lil Nas X, Becky Hill and Ed Sheeran, were actually ‘auditioning’ for us! We’re delighted with how well it turned out and it really shows the great relationship Capital has with some of the world’s biggest artists.”
The ad opens with Capital Breakfast’s Roman Kemp, Siân Welby and Sonny Jay on the judging panel as the artists attempt to impress them with their auditions.
Global superstar Ed Sheeran is shown taking his time as he struggles to set-up his audition set and scrambles around as his microphone and equipment hilariously fall down leaving Roman Kemp, Siân Welby and Sonny Jay looking unimpressed.
Other stars featured in the ad are Years & Years’ Olly Alexander, who pulls out all the stops to create an elaborate backdrop complete with dry ice and LED lighting, Becky Hill who has a go at ‘Hoola Hoop dancing’, KSI plays the recorder and Lil Nas X auditions via Zoom but forgets to un-mute himself... Joel Corry tries to impress the Capital Breakfast trio as he plays out one of his own songs on a radio. Anne-Marie sings to bewildered office staff at ‘Capital File Management’, as she ends up at the wrong Capital building for her audition. At the end of the ad, it pans to a shot of all the artists in the corridor of the waiting room of Capital Breakfast as they wait to hear whether they’ve made it through.
Capital Breakfast with Roman Kemp reaches 2.8m weekly listeners and has over 13 million fans on social including 1.5m on its TikTok channel, making it the most followed radio brand in the world on TikTok. It was voted the best show on UK radio by the public at the TRIC Awards 2021 and is the second biggest commercial breakfast show, second only to Heart Breakfast with Jamie Theakston and Amanda Holden. Roman Kemp has also been named the nation’s favourite radio personality.view more - Creative
Advertiser: Global / Capital FM
Creative agency: Mr. President
Executive Creative Director: Jon Gledstone
Business Director: Lillie Price
Senior Account Manager: Julia Fish
Producer: Daniel Healey
Production Company: Moxie Pictures
Managing Director: Dawn Laren
Producer: Sue Caldwell
Director of Brand Marketing, Global: Samantha Codrington
Head of Marketing, Capital: James Chambers
Marketing Manager: Chloe Normyle
Music: "I Wish" by Joel Corry feat. Mabel
Genres: Music performance
Categories: TV and Radio, Media and EntertainmentGlobal, Mon, 31 Jan 2022 11:06:00 GMT