The BBC is to launch its biggest national media campaign of the
year to promote its Premiership football coverage on Radio Five
Starting on 11 August, the campaign follows rival ITV's major campaign
for the launch of its new ITV Sport Channel and its decision to make
Premier League football the focus of Saturday evenings on ITV1.
Created by the BBC's in-house unit, BBC Creative Services, the campaign
comprises TV, radio, online, posters, national press and magazines.
It aims to increase awareness of BBC Radio Five Live's exclusive
contract to broadcast all Premiership football throughout the season
using the excitement and energy of its commentators.
Two TV ads, a 30- and a 40-second, will run on BBC1 and BBC2. In one,
the microphone is animated to rear up like a snake before it appears in
the hand of a commentator.
Each of the Radio Five Live commentators passes the microphone on to a
colleague and all of them are in the middle of the crowd reporting on
the football action.
This is a visual replica of what happens in the Saturday afternoon
football broadcast, which switches between grounds depending on where
the action is occurring.
At the close of the ad, an endline, "The voice of football",
The poster campaign shows a goalmouth with the net stretched out behind
it bulging with footballs to symbolise the number of goals covered on
Radio Five Live.
Steve Kelynack, the head of creative at BBC Creative Services, said:
"This was a fabulous brief to receive and a strong proposition to work
with. The campaign idea is a simple demonstration that all the
Premiership goals can be found in one place."
The campaign was art directed by Anton Ezer and Alisa Coburn and the
copywriter was Ruth Shabi.
Production was handled in-house. Media planning and buying is through