The campaign aims to change the perception held by the public that the station is primarily a football commentary station, when in fact up to 70 per cent of its content is news.
DFGW has created three spots of 60 , 40 and 30 seconds, and two poster executions. The ads show vignettes of everyday people caught up in situations that they have a strong opinion about but who say nothing. BBC Radio Five Live is positioned as the outlet and champion for speaking these views, with each ad ending with the strapline: "BBC Radio Five Live Speaks Your Mind."
For example, the 60-second spot opens in a cafe with a cook turning on Radio Five Live. Two men are smoking and annoying the waitress. They blow smoke on her, which transforms into the line: "I'm not hurting anyone." It cuts to a football team pushing an old man out of the way as they run on to the field. The words on the back of their shirts read: "Over-rated, overpaid and dollars @?%*!" The spot cuts to a policeman who is on edge as he unfurls tape to block off a street after a shooting. The words on the crime scene tape read: "Round here coppers need guns." The ad finishes in the original cafe where the endline flows out of the radio and forms at the bottom of the screen.
The ads were written by Dan Gorlov and art directed by Rachel Le Fuevre. Direction was by Sam Brown and Sam Brady through BBC Broadcast.