A new advertising campaign for Magic 105.4 started this week, running for four weeks on ITV, Channel 4, Channel 5 and Box TV channels.
The ‘My Magic Life’ campaign celebrates the Magic 105.4 playlist and the feelings that it evokes.
The thirty second spot, created by Red Bee Media, features a central female character in her mid to late thirties called Melanie, who listens to Magic 105.4 with the ad visualising the effect the music has on her life. The music for the ad features core station artists including ‘Freedom’ by Wham!, Shania Twain’s ‘You’re Still The One’ and ‘Valerie’ by Amy Winehouse and Mark Ronson.
Steve Parkinson, MD Bauer Radio London, said: “This campaign showcases all that’s brilliant about Magic 105.4 and this significant investment in brand marketing will help maintain its position as London’s favourite commercial radio station.”
Laura Gould, Head of Production, Red Bee Media added: “We were really pleased to work with Magic 105.4 on this campaign and help bring the station to life. Adam Butcher, the Director, devised in-camera scene changes and effects to help give the spot a natural and spontaneous feel illustrating the power of music to trigger memories.”
Sophie Miller at Starcom planned the campaign; the spot was directed by Adam Butcher at Red Bee Media. Additional credits include Rachel King (Creative Head), Matt McDermott (Creative), Laura Gould (Producer), Conor Keane (Production Manager), Emma James (Account Director), Jonathan Wise (Planner). Post Production: Red Bee Media (offline) and Nice Biscuits (grading and flame). Audio: Magic FM and Factory.