BBC Radio 1 launches campaign to promote new brand positioning

BBC Radio 1 has launched a campaign to reposition the brand as a channel that offers "exciting new beginnings".

The ad by Karmarama features a pizza delivery girl spraying her uniform gold and then speeding around a cage of death on her scooter.

A voiceover says, "Life’s a ride. This is where it begins."

It is the first time in five years that the radio channel has repositioned itself.

The campaign, called "where it begins", aims to show that Radio 1 is at the heart of new beginnings as it kicks off the summer festival season and helps to launch new music artists and music movements.

The TV ad will be supported with social media and online activity. Art direction was handled by Stephen Cross and copywriting was led by Simon Connor. The spot was directed by J.A.C.K through Wanda Paris.

Sam Walker, the group executive creative director at Karmarama, said: "A pizza delivery driver riding a ball of death is the ideal metaphor for Radio 1.

"We've tried to sum up the fearless nature of the station and its listeners."