Smooth FM launches £1m 'lava lamp' TV ad campaign

LONDON - Smooth FM, the North West radio station, is launching a £1m TV campaign across the Granada region.

The campaign, created by Clear Marketing, will run for three weeks and uses the lava lamps that have become a familiar part of Smooth's advertising.

Executions feature lava lamps in place of street lamps as a car cruises away to the sounds of Marvin Gaye's 'I Heard it Through the Grapevine'.

The TV campaign, which uses the endline "Go with the flow", breaks on September 20 and is being supported by an outdoor campaign featuring bus backs and wrapped taxis.

100.4 Smooth FM, previously Jazz FM, launched on March 2 and broadcasts to a potential audience of 5.3m across Manchester, Merseyside, Lancashire and Chesire. It plays music by artists including Alicia Keys, Jamie Cullum and Stevie Wonder.

John Myers, the chief executive of Smooth owner Guardian Media Group, said: "The launch creative worked incredibly well for us. The innovative and unexpected way in which the lava lamps are used in the new commercial continue the theme and will help us to build the station's audience."

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