Fallon ad promotes new DJ in breakfast slot on BBC Radio 1

The Radio 1 DJ Chris Moyles is depicted as a "caped crusader" who has come to rescue breakfast radio in a poster campaign created by Fallon.

The 48- and 96-sheet posters, which promote his new morning show, break at the end of the month.

The caption reads: "Radio 1's Chris Moyles saviour of breakfast radio."

Art direction was by Andy Jex and the writer was Rob Potts. The illustrator was Robert Venables, through Thorogood.net.

Moyles' takeover of BBC Radio 1's flagship show is also being supported by a 40-second TV spot, also by Fallon, in which Moyles is cast as a dustbin man.

The presenter, who is known for his "laddish" style, made his debut on the station's breakfast show last Monday, replacing Sara Cox, who has moved to the drivetime slot.

Radio 1's marketing manager, James Woods, said: "Moyles moving to breakfast is the biggest change to our line-up over the past few years."

Media planning and buying for the campaign was handled in-house by the BBC. The posters will run nationwide as part of the BBC's national poster holding.