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."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).