Familiar faces appear in Magic FM's TV work

Magic FM has swapped the wacky style of its previous advertising for a more mainstream approach by St Luke's.

The 40-second commercial is the agency's first work for the radio station since it took the account from Mother in the spring.

The action is seen from the perspective of the driver of a Mini, who watches life unfold on the street while listening to Dido's White Flag.

A dustman resembling Mick Hucknall wanders across the road while Lionel Ritchie appears in front of a florist. The driver slows down for Kylie on her way to work as a beautician. Each of the stars acknowledges the driver with a wave or a smile. Will Young appears outside a hair salon, Phil Collins sells papers and Gabrielle collects glasses outside a local pub. George Michael appears as a traffic warden. All the stars, representing core Magic artists, are played by lookalikes.

The campaign is aimed at 25- to 44-year-old women in London. It will break on 6 September on Carlton and five with additional coverage on Emap's Magic TV, Q, The Hits and The Box. Media was planned and bought by Starcom Motive.

Paul Coleman, the Magic brand director, said: "The essence of Magic is to fill your world with familiar artists who make you feel right at home in a world of feelgood moments. We're delighted with the creative from St Luke's, which has captured the feeling of the station."

Phil Teer, the joint managing director at St Luke's, added: "Magic's success lies in creating an uplifting, warm, feelgood mood."

The ad was created by Brian Cooper and Jason Stewart and directed by Gregor Nicholas at @radical.media.

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