Diary: Rehashing an old ad? That is a Capital idea

Delaney Lund Knox Warren & Partners deserves some credit for unexpectedly turning out a vaguely decent ad for Capital Radio's Johnny Vaughan show.

But it doesn't score high for originality. You might think the idea of using a rent-a-Cockney singing along to an old music-hall hit is passe enough but it seems this wasn't the first time DLKW toyed with this exciting formula.

A source close to the agency suggests that in a pitch years ago for the newt-loving mayor, Ken Livingstone, it proposed Red Ken appear in scenes around London Town singing along to Maybe it's Because I'm a Londoner.

Sounds familiar? That's because after failing with Livingstone, who clearly didn't fancy being portrayed as an old-fashioned Victorian oaf, DLKW finally found somebody to buy its brilliant idea.

And with Vaughan's audience figures out around the same time as Ken bids for re-election, it'll be easy to see who was right.


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