Magic FM 'lyrics', by St Luke's

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In last month's Rajars, Magic 105.4 consolidated recent strong performances by becoming London's second most-listened-to radio station. It now plans to build on this with a new 30-second execution, entitled "lyrics", which emphasises the station's "more music, less talk" positioning. The spot moves through an animated cityscape, which is illustrated by well-known lyrics from popular modern songs. This is set against a soundtrack which fuses typical Magic tracks from middle-of-the-road artists including Daniel Beddingfield and 10CC. The campaign coincides with the launch of three new shows: 'Indulgence', in which non-musical celebrities choose their favourite tunes; 'My Magic Music', in which singers and songwriters reveal their influences; and Eamonn Holmes on Sunday afternoon.

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Released: 15 September 2005

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Andria Vidler, managing director, Magic
Celebrate Magic's unique mix of music
Creative agency
St Luke's
Simon Friedberg
Art director
Andy Drugan
Denise Hicks
Media agency
Media planner
Nathalie Cummins
Production company
National TV

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