Mother adds quirky touch to Magic radio task for TV

Mother has unveiled an offbeat television campaign for Emap Radio’s Magic AM.

Mother has unveiled an offbeat television campaign for Emap Radio’s

Magic AM.



The work for the Yorkshire radio group, which breaks this week,

comprises TV, six-sheet posters, radio and below-the-line media. It aims

to build a national radio brand.



The first TV ad shows a spaniel in a stylised garden. The accompanying

soundtrack is the intro to the current number one single by R.

Kelly.



At the chorus -’I believe I can fly’ - the dog’s ears flap like

wings.



At the end of the ad, the words ’As if ... By Magic’ appear on the

screen.



In the second, a little boy plays the drums to Queen’s Crazy Little

Thing Called Love. Right at the end he executes a perfect drum roll.



In the final ad three kittens wave their paws to KC and the Sunshine

Band’s That’s The Way I Like It. All three ads end with the same

line.



The ads were written and art directed by Mark Waites and Libby Brockhoff

and directed by Chris Palmer at Gorgeous. Media planning and buying is

through Rocket.



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