NEWS: Mellors Reay reveals alien for Heart FM ad

Heart FM, the London radio station, has introduced a friendly alien into its latest TV advertising to promote what it claims is its addictive musical output.

Heart FM, the London radio station, has introduced a friendly alien into

its latest TV advertising to promote what it claims is its addictive

musical output.



In the 30-second commercial, which breaks this week on Carlton and

Channel 4, the diminutive visitor swaps his flying saucer for a suburban

semi because he can’t bear to leave Heart behind.



Mellors Reay and Partners, which devised the campaign, says the

character could become a regular feature of the station’s future ads.



The new campaign breaks a year after Heart went on air with a menu of

mainstream rock and pop music aimed at 25- to 45-year-olds.



It also comes just weeks after the release of Rajar data that show Heart

is the fastest-growing FM station.



Phil Riley, the managing director of Chrysalis Radio, which owns Heart,

said: ‘The growth of the station both in listeners and advertising

revenue continues to exceed our expectations and we have great faith in

this new work.’



The ad was written by Gary Dawson, art directed by Scott Bain and

directed by Chris Palmer of Gorgeous Films. Media is being bought by

Universal McCann.



Heart is understood to have boosted its advertising investment for the

new campaign above last year’s pounds 1.3 million launch budget.



Earlier advertising featured a bikini-clad sunbather who would rather be

buried in snow than turn off her radio, and the celebrity hairdresser,

Nicky Clarke, who is allowed to snip off all of a customer’s hair so the

man can continue listening to the music being played by Heart.



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