It got its first play during the X Factor at the weekend, and has been complimented by many radio industry professionals on social media since it was posted online. In 60-second and 30-second fly-on-the-wall TV spots, Capital gives a glimpse behind the scenes at both their studio HQ and at Capital’s Summertime Ball in June with never before seen footage.
The TV advertising is set to Dua Lipa’s brand new track ‘Blow Your Mind (Mwah)’.
Justin Bieber, Ariana Grande, Little Mix, Will.i.am, Calvin Harris and Years & Years appear in the campaign alongside Capital presenters Dave Berry, George Shelley, Lilah Parsons and Roman Kemp.
The TV ad premiered on Saturday (August 27th), is part of ITV’s ‘Proud to Present’ series and was introduced by ITV at the start of the break. As well as a heavyweight TV presence, the Capital campaign will run across outdoor and specially created content for social media platforms including Snapchat.
To reinforce the campaign, an expansion of the footage, ‘Only On Capital’ will feature in a digital outdoor campaign on the London Underground network. Commencing Monday September 12th, commuters will see a unique glimpse behind the scenes of the UK’s number one hit music station through footage captured from a two-way mirror from backstage at Capital’s Summertime Ball.
The campaign is also being reinforced with 400 bus sides in London featuring Capital London breakfast’s Dave Berry, George & Lilah.
Adam Johnson, director of marketing at Global, said: “We know our listeners love getting a glimpse of what really happens behind-the-scenes at Capital. For the first time, we wanted to show what really happens on air and off air in a way that only Capital can. The first X Factor show is one of the most hotly anticipated TV events of the year and the ideal platform to launch the campaign.”
Mr President created the ad and PHD planned and bought the media.