AMV’s debut spot for Capital promotes feelgood vibe

Abbott Mead Vickers BBDO has created its debut advertising for 95.8 Capital FM, which stars a couple who, despite being accident-prone, are put in a blissful mood by listening to the radio station.

Abbott Mead Vickers BBDO has created its debut advertising for 95.8

Capital FM, which stars a couple who, despite being accident-prone, are

put in a blissful mood by listening to the radio station.



Set to a soundtrack of six hits currently being played on Capital, the

couple court disaster wherever they go. They run through the water on a

beach, only to discover a sewage treatment notice. During a game of

frisbee, the hero slams headlong into a tree. They then attempt to enjoy

some ice-cream but the man trips over while carrying the cones and his

girlfriend ends up wearing them, Madonna-style, on her chest.



The material was shot on Monday and Tuesday this week and the ads will

break on Saturday. There are expected to be around eight vignettes in

the 60-second spot, plus two 30-second ads with different edits. The

endline of each will say: ’This feeling is not available in the shops.

You can only get it on the radio. Dial this number now and feel

95.great.’ On dialling the number, the caller hears a live feed from the

radio station.



Lizzie Palmer, the marketing director of Capital Radio, said: ’The ads

are upbeat and lively and will remind people to tune in for the great

feeling they can get from the station.’



AMV was hired by Capital on a project basis earlier this year after

attempts to find a permanent replacement for GGT, the award-winning

former incumbent, failed.



The ads were written by Oliver Devaris and art directed by Damon

Collins.



They were directed by John Lloyd through Spectre. Media was planned by

Unity and bought by Zenith.



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