Johnny Vegas fronts RAB's radio drive

The Radio Advertising Bureau has separated the comedian Johnny Vegas from his Monkey sidekick for a radio campaign aimed at promoting the medium to advertisers.

The four ads, which were written and produced by the Teeside-based commercial radio station 96.6 TFM, will be rolled out across all of the RAB's member stations for a six-week run on 17 June. The campaign is the fourth to be released by the RAB in the past 12 months, and will be rotated with earlier ads to avoid repetition.

The Vegas ads each open with an enthusiastically delivered line, "I love it when the ads come on the radio", before delivering a series of bizarre but heartfelt messages about the strength of the medium. The comedian extols the virtues of buying and selling spiders, bright shiny axes and cows as well as, more conventionally, cars. He goes on to fantasise about putting his girlfriend's voice in Kylie Minogue's body and attempts to put an unsubtle subliminal message to kill in one spot.

Each 30-second execution closes with the line: "Radio - it's more powerful than it looks. The precise scheduling of the spots has been left to individual stations.

"Business decision-makers are people too. We don't have to use traditional business media to target them, Justin Sampson, the RAB managing director, said.

"This is especially true given the range of our decision-makers, from 24-year-old planners to 55-year-old marketing directors."

Commercial radio increased its share of broadcast ad revenue from 13.5 per cent to 13.7 per cent in the year to March.

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