Dummy fronts Kiss 100 TV burst

A ventriloquist's dummy is to front a national television campaign from Mother to continue the 'live sexy' campaign for Emap's radio station, Kiss 100.

A ventriloquist's dummy is to front a national television campaign from Mother to continue the 'live sexy' campaign for Emap's radio station, Kiss 100.

The campaign, which follows on from last year's purring 'ManCat', will continue to show the sexual 'effect' listeners can gain by listening to Kiss 100. It is part of a broader 'live sexy' marketing campaign that will include press work and on-air radio competitions.

The commercial features Woody, a ventriloquist's dummy, who is brought to life by the power of Kiss 100.

The spot opens on a dusty attic. A gust of wind blows in through the window and knocks a radio to the floor, which switches on to Kiss 100.

The dance music brings Woody to life. He walks jauntily into a restaurant and, after charming his way through the evening, is surrounded by beautiful ladies.

After an exhilarating night of outrageous flirtation and dirty dancing in a nightclub, it appears to be Woody's lucky night and he retires to the attic with two women. But when the music stops, he becomes lifeless once more.

The commercial ends with the strapline: 'Live sexy. Kiss 100.'

Russell Jones, the head of youth brands at Emap, said: 'The current success of Kiss is demonstrated by its nomination as the media brand of the year. Our consumer advertising, through Mother, has been a key driver and I'm sure 'Woody' will continue this storming success.'

Andy Bellass, a founder at Mother, added: 'The most difficult element of working with youth brands is the need to do something better than before. We were chuffed to bits with the success of last year's campaign and have even greater hopes for this year's.'

The campaign was written by Mother and directed by Fredrik Bond through Harry Nash. Media planning and buying is through Rocket.