Atlantic 252’s TV spot appeals to clubbers

Atlantic 252 is to run its first TV advertising campaign for five years with a spot promoting the station’s flagship dance programme, bpm.

Atlantic 252 is to run its first TV advertising campaign for five

years with a spot promoting the station’s flagship dance programme,

bpm.



A 30-second spot, which will run on MTV for 11 weeks, depicts the

typical after-effects of a night’s clubbing and uses the endline, ’It

all started with a little dance.’



Rapier introduced the line in its press ads for the station in July

after the May launch of bpm. The new ad, based on Rapier’s strategy, was

written by Simon Darwell-Taylor and art directed by Jake Knight, two

freelancers.



The ad is set in Tokyo and shows a young woman wending her way back home

from a heavy night’s clubbing. Obviously in a world of her own, she

lolls around while straphanging on the subway, oblivious to everyone

around her. As she waits on a station platform, walks through a shopping

mall and sprawls in a taxi, it is clear that she is in a daze. The

endline flashes up over the final shots of her staggering from side to

side up a flight of stairs.



The ad is aimed at Atlantic’s core 15- to 24-year-old audience and its

exposure is limited to Thursday, Friday and Saturday nights.



Alison Victory, the marketing director of Atlantic 252, said: ’A huge

proportion of that age group now goes clubbing - it has seriously hit

the mainstream.



’The ads focus on the mashed-up feeling you have when you’ve stayed out

all night, and show the juxtapositions between the normal world and the

surreal world in which clubbers live.’



The commercial was directed by Jake Knight through Nexus Films and media

was planned and bought by Carat.



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