Burnetts launches Heart FM work

Leo Burnett’s first campaign for Heart 106.2 breaks this week with a new symbol for the London FM radio station - a heart-shaped car aerial made from a coat hanger.

Leo Burnett’s first campaign for Heart 106.2 breaks this week with

a new symbol for the London FM radio station - a heart-shaped car aerial

made from a coat hanger.



The commercial, airing for the first time on Thursday, pokes fun at the

egotistical and patronising attitude of disc jockeys found on some music

stations.



It opens on a lengthy traffic jam, with the camera moving along a queue

of cars and the soundtrack fading in and out of the different radio

stations each driver is tuned into. The ad features one station on which

the DJ is talking non-stop over the music, while on another station the

DJ is spewing out an incessant stream of cliches.



Finally, the camera comes to a car which sports a heart-shaped

coathanger aerial. The owner is listening to Eternal’s I Want to be the

Only One on Heart. ’Discover the difference’, says the endline.



Written by Scott Sparks and art directed by Paul Miles, the TV ad is

aimed at 25 to 44-year-olds who are still keen on clubbing and the music

scene but now have other demands on their time. It will run in the

London area on Channel 4 and London Weekend Television in programmes

like Frasier, Friends and Blind Date. Media is being handled by Leo

Burnett.



The ad was directed by Tom Connolly through Sneezing Tree and will be

supported by a six-sheet poster campaign, also using the theme of the

heart-shaped aerial.



Heart plays a mix of music from the 70s and 80s as well as a sprinkling

of new releases. With the new ad it is hoping to attract those Capital,

Radio One or Virgin listeners who are looking for a radio station that

is more relevant to their daily lives.



Miriam Nevill, the group marketing controller of Chrysalis Radio, which

owns Heart, commented: ’The new ad demonstrates how Heart stands out

from the competition. At Heart we understand our listeners, we know what

irritates them and we know what they want from us.’



Burnetts won the Heart business, previously handled by Mellors Reay and

Partners, after a competitive pitch in June.



Mellors Reay had worked with the station since its launch in London in

1995.



Its most recent work for Heart depicted an alien attending to his daily

chores while listening to the sounds of Heart on his radio.



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