BBC football in biggest campaign of the year

The BBC is to launch its biggest national media campaign of the

year to promote its Premiership football coverage on Radio Five

Live.



Starting on 11 August, the campaign follows rival ITV's major campaign

for the launch of its new ITV Sport Channel and its decision to make

Premier League football the focus of Saturday evenings on ITV1.



Created by the BBC's in-house unit, BBC Creative Services, the campaign

comprises TV, radio, online, posters, national press and magazines.



It aims to increase awareness of BBC Radio Five Live's exclusive

contract to broadcast all Premiership football throughout the season

using the excitement and energy of its commentators.



Two TV ads, a 30- and a 40-second, will run on BBC1 and BBC2. In one,

the microphone is animated to rear up like a snake before it appears in

the hand of a commentator.



Each of the Radio Five Live commentators passes the microphone on to a

colleague and all of them are in the middle of the crowd reporting on

the football action.



This is a visual replica of what happens in the Saturday afternoon

football broadcast, which switches between grounds depending on where

the action is occurring.



At the close of the ad, an endline, "The voice of football",

appears.



The poster campaign shows a goalmouth with the net stretched out behind

it bulging with footballs to symbolise the number of goals covered on

Radio Five Live.



Steve Kelynack, the head of creative at BBC Creative Services, said:

"This was a fabulous brief to receive and a strong proposition to work

with. The campaign idea is a simple demonstration that all the

Premiership goals can be found in one place."



The campaign was art directed by Anton Ezer and Alisa Coburn and the

copywriter was Ruth Shabi.



Production was handled in-house. Media planning and buying is through

PHD.