MEDIA AND ENTERTAINMENT 02: BBC - 1Xtra

A brave and refreshing departure for the BBC's recently launched radio station dedicated to playing the best in contemporary young black music. This beautifully-crafted spot aims to connect with its target audience by speaking their language, both visually and through the mix of tracks used. This commercial celebration of urban street culture demonstrates not only the diversity of 1Xtra's output but, more importantly, its understanding of the market.

United Kingdom

Product/client: BBC/BBC1Xtra

Agency: Fallon

68-69 Beak St

London W1F 1SW

T: +44 20 7494 9120

F: +44 207 494 9130

Creative Directors: Richard Flintham, Andy McLeod

Art Director: Andy Jex

Agency Producer: Charles Gatsky

Production company: Academy Commercials

16 West Central St

London WC1A 1JJ

T: +44 20 7395 4155

F: +44 20 7240 0355

Director: Nick Gordon

Producer: Sally Campbell

Director of Photography: Ivan Bird