Virgin Radio is launching a raunchy press campaign through
Duckworth Finn Grubb Waters in a bid to broaden its appeal beyond fans
of the station’s owner, Chris Evans.
Two executions will appear in the March issues of a number of men’s
style and special interest titles. The campaign is a change of strategy
for the station, which has made its famous owner the focus of its
advertising since his company, Ginger Media Group, bought Virgin Radio
The first ad, entitled ’handcuff’, features a man handcuffed to his
bedpost while in the foreground his naked girlfriend is wearing a pair
of headphones and is listening to Virgin, oblivious to his plight. In
the specialist titles, the ad is cropped at the woman’s shoulders; in
the style magazines her chest is on display.
The second, more sober, ad features a set of traffic lights, all three
of which are green.
John Pearson, the chief executive of Virgin Radio, said: ’These ads show
people who would rather listen to Virgin than carry on with what they’re
doing. We thought the topless ad would achieve better stand-out in the
’Handcuff’ was written by Paul Grubb and art directed by Dave
Media planing and buying was through Motive Communications.