Virgin Radio’s topless tactic

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.

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

in 1997.



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

men’s magazines.’



’Handcuff’ was written by Paul Grubb and art directed by Dave

Waters.



Media planing and buying was through Motive Communications.



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