BBC 1Xtra homes in on street life

Fallon has created an advertising campaign to promote the BBC's black music digital radio station 1Xtra. The TV spot, breaking this week, is the successor to the much-vaunted "street music" campaign, which picked up a Grand Prix at the British Television Advertising Craft Awards, two Creative Circle silvers and a silver at D&AD. It shows how the natural sounds of the street inspire 1Xtra's musical output.

The television spot uses street scenes and replaces the sounds of the everyday activities with snatches of diverse music to capture a sense of street culture.

Images of a DJ on the decks, children playing in the street and on arcade games are among the unscripted footage to be accompanied by a new soundtrack.

The endline reads: "Street music. BBC 1Xtra."

The poster ads also feature a number of street scenes. They were written and art directed by Richard Flintham. The television work was directed by Ed Holdsworth through Passion Pictures.

Robert Senior, the managing partner of Fallon, said: "The intention was to build on the success of the launch commercial and continue to position 1Xtra as a station that is completely intertwined with street culture and the street music it plays."

Television media is handled in-house at the BBC, with outdoor activity by PHD.

1Xtra launched in 2002. It was the brainchild of the station's controller, Wilber Wilberforce, and plays urban music such as hip hop, garage, R'n'B and drum 'n' bass.

Jay Davidson, the brand manager for 1Xtra at the BBC, said: "The campaign needs to appeal in an authentic way to our target audience of 15- to 24-year-old fans of new black music. The launch campaign did exactly that.

"It is now time to reinforce that message to ensure the station continues to stand out in what has become a very competitive environment."