BBC uses in-house ads for Five Live campaign

Following the slimming down of its creative roster late last year, the BBC has gone in-house with a new television, radio and online campaign for its radio station Five Live.

Following the slimming down of its creative roster late last year, the BBC has gone in-house with a new television, radio and online campaign for its radio station Five Live.

The ad campaign, which breaks on 10 March, is the first by BBC Creative Services in a number of years. J. Walter Thompson won the business from Fallon last year.

The campaign has been created to raise awareness of Five Live's exclusive rights to cover live Premiership football games. The ads will run across BBC TV, BBC Radio and on its online sites.

The TV ad shows a frenetic scene as BBC radio reporters from around England commentate on the live matches, celebrating or denigrating the scenes that they are watching. The ads aim to convey the passion and commitment felt by the Five Live reporters.

The campaign was directed by Tim Pope, written by Ruth Shabi and art directed by Anton Ezer. John Golley was the producer.

Steve Kelynack, the head of corporate creative services at the BBC, said: 'We are delighted to work with Five Live again. The idea we have come up with is a really gritty representation of what goes on during a Saturday afternoon in the Premiership. We hope that it will touch a chord with football fans everywhere.'

The last major Radio Five Live advertising campaign ran in August and was created by JWT which had picked up the account from Fallon earlier in the year. The ads also highlighted Five Live's Premiership coverage, as the broadcaster was bidding to retain the broadcast rights after the BBC lost its TV rights in June.

Traditionally, ads for Five Live have centred on its mix of news and sports coverage.

In the last set of Rajar results, Radio Five Live had a 4.1 per cent share of listening, with a weekly reach of 5.5 million listeners. Year on year the station had suffered a fall in listeners of more than 9 per cent, while its share of listening the previous year was 4.4 per cent.



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