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Radiocentre targets John Lewis with new advert

Craig Inglis, Customer Director of John Lewis, is the second subject of Radiocentre’s targeted marketing campaign.

The new ad, a ballad, takes its inspiration from John Lewis’ famous Christmas ads and asks its Customer Director to “Give Radio a Go”. The second execution is part of a campaign, created by Lucky Generals, which launched last week with a hip hop rap dedicated to Keith Weed, the CMO of Unilever.

“Both Inglis and Weed were deliberately kept in the dark until the first spot aired to help demonstrate how radio advertising can create fame,” Radiocentre said.

The 60” John Lewis spot will run across national commercial stations including Classic, Smooth, Magic, Heart, Capital, Jazz FM and Heat. It will also run on a number of local stations around the UK. It ends with a call to “See radio differently at Radiocentre.org.”

The campaign is supported by outdoor, online, and print advertising, plus PR and social media. It also has a dedicated microsite at radiocentre.org

Radiocentre’s client director Lucy Barrett says: “Despite being kept completely in the dark beforehand, Keith Weed reacted to his rap really well. Hoping Craig responds to this homage to his ads with equal amounts of humour. On a more serious note, we hope that like Keith, we have given Craig a powerful reminder of radio’s ability to build fame and stimulate mass response amongst the millions that tune in everyday in their cars, homes and offices.”

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