Absolute Radio's first television commercials will air tonight, Friday, as part of a 2.2 million pounds six-week marketing campaign for the new brand.
The station is targeting ITV, Channels 4 and 5 and other TV stations in the campaign whose theme will focus around the character of Absolute's security guard Doug who is a “real music” fan.
The ads, which will air in shows such as The X Factor and England's World Cup qualifier against Kazakhstan, will run 500 times this weekend reaching an estimated 25 million people.
"The idea was to create something that sums up the brand," said Absolute Radio brand director Chris Lawson. "We are trying for squirm humour."