Heart 'feelgood' by Clemmow Hornby Inge
A red hula-hoop becomes a metaphor for the feelgood factor in the new Clemmow Hornby Inge campaign for Heart FM. Unusually for a music-related brand, the ad begins in relative silence, as a hula-hoop rolls along a deserted city street. It is then picked up by a young woman, strolling along listening to a portable radio. As she continues her walk, at the same time giving an impressive hula display, she begins to pass more and more people who are also swinging hoops. At the end of the ad, the hula-hoops morph into hundreds of hearts. Heart is using the campaign to help build it from being a mere radio station to a lifestyle and entertainment brand. It is backing the campaign with below-the-line activity including hula masterclasses.