Melody FM, the London radio station recently acquired by Emap, is
to relaunch as Magic FM with an advertising campaign by Mother featuring
an emotional baby, fluffy chicks and an ensemble of cool hens.
The radio station has been gradually rebranded on air over the past few
months and its playlists have evolved to target a slightly younger age
group. The commercials, running on satellite and terrestrial TV in the
London area, launch the campaign, which will then branch out to include
mega-rear bus-backs and ambient media.
The ads are based around the principle that great music gives you a
feeling that nothing else can. All three executions use music that is
characteristic of Magic’s sound and depict events that happen ’as if by
Magic’. In ’baby’, a baby in a highchair acts out the emotions invoked
by the words of the Take That song, Back for Good, with the help of a
pair of large hands.
Roxy Music’s Avalon is mimed in another execution by a pop group made up
of chickens playing the sax, upright bass and various percussion
In the last execution, a group of chicks are milling around to the sound
of Elton John’s Rocket Man. One of them takes off into the air and
disappears from the screen as the song launches into the chorus. Each
commercial ends with the line: ’As if by Magic. 105.4FM.’
The ads were directed by Chris Palmer at Gorgeous. The campaign was
planned and bought by Rocket.