Spirit unveils Atlantic drive

Atlantic 252 is to unveil an irreverent campaign through its new agency, Spirit, which takes a pop at other national radio stations’ London bias.

Atlantic 252 is to unveil an irreverent campaign through its new

agency, Spirit, which takes a pop at other national radio stations’

London bias.



In a push to launch the long wave station’s new breakfast show, an image

of a flaccid Big Ben is accompanied by the line: ’London doesn’t get

it.’ The ad aims to highlight the fact that Atlantic, which positions

itself as a the youth-focused station, doesn’t broadcast to London and

therefore reflects national issues.



Three other executions feature a radio dial with the ’pointer’ - a

one-fingered salute - at 252 LW, a segmented physician’s head, and a

burning book entitled Breakfast Radio Format Guidelines.



Richard Hammond, a founding partner of Spirit, said: ’All the other

radio stations have become establishment. We are positioning Atlantic as

’real radio’, the new kid on the block.’



The campaign will run for six weeks on six-sheet posters and building

wraps in major cities, including Manchester, Leeds, Liverpool and

Glasgow.



It was written by David Bryant and art directed by Lucy Hobbs. Media

planning and buying are through Carat.



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