Magic backs positioning with Mother TV ad

Magic 105.4 FM, the Emap Performance radio station, is supporting its recent overhaul with a TV campaign to emphasise its positioning: "More music and less chat."

Mother has created an ad for the station, which suffered a small fall in audience figures last year, that highlights Magic's core audience of thirty-something listeners.

The commercial, targeting listeners in this age range in the London region, will air from Easter Monday on ITV, Channel 4, Channel 5 and selected cable and satellite TV. The ads will run as 60-, 40- and 20-second versions.

The Danny Kleinman-directed spot shows a couple in their 30s with a young baby and a dog in the early hours of the morning. The stillness of the night-time house is broken when Heaven Must be Missing an Angel by Tavares suddenly starts playing on the radio. The dog, baby and finally the parents then start "sleepdancing" to the sound.

The campaign was written and art directed by Mother, and directed through Spectre. Media planning was by Naked Communications, and buying by Starcom Motive.

Mother's advertising follows recent changes at Magic following the appointment of the Fame Academy "headmaster" and former Capital Radio director, Richard Park, as a consultant. Park has initiated a return to Magic's less-talk premise combined with contemporary classics.

Magic enjoyed spectacular growth in its early years but its share of radio listening fell by 0.2 per cent at the end of 2002 to 4.6 per cent.