Atlantic 252 is to run its first TV advertising campaign for five
years with a spot promoting the station’s flagship dance programme,
A 30-second spot, which will run on MTV for 11 weeks, depicts the
typical after-effects of a night’s clubbing and uses the endline, ’It
all started with a little dance.’
Rapier introduced the line in its press ads for the station in July
after the May launch of bpm. The new ad, based on Rapier’s strategy, was
written by Simon Darwell-Taylor and art directed by Jake Knight, two
The ad is set in Tokyo and shows a young woman wending her way back home
from a heavy night’s clubbing. Obviously in a world of her own, she
lolls around while straphanging on the subway, oblivious to everyone
around her. As she waits on a station platform, walks through a shopping
mall and sprawls in a taxi, it is clear that she is in a daze. The
endline flashes up over the final shots of her staggering from side to
side up a flight of stairs.
The ad is aimed at Atlantic’s core 15- to 24-year-old audience and its
exposure is limited to Thursday, Friday and Saturday nights.
Alison Victory, the marketing director of Atlantic 252, said: ’A huge
proportion of that age group now goes clubbing - it has seriously hit
’The ads focus on the mashed-up feeling you have when you’ve stayed out
all night, and show the juxtapositions between the normal world and the
surreal world in which clubbers live.’
The commercial was directed by Jake Knight through Nexus Films and media
was planned and bought by Carat.