The ads were created from live footage of people enjoying Radio 1 Live in Nottingham, a music festival staged by the BBC in the summer, and focus purely on how fans see live music, capturing the experience rather than the bands themselves.
The strategy builds on a campaign launched in the summer which showcased its DJs and was planned in-house. The spots will run at times when the elusive target audience of 18- to 30-year-olds is most likely to be watching TV; for example, after Eastenders. They will also run around other programming, including comedy and music shows.
The account director, Chris Hirst, said the target audience was difficult for the BBC to reach, adding: "They don't watch much TV, so we needed to place the campaign at times when they might be watching as a secondary activity."
The latest 60-second ad is backed by three 30-second executions, "topshot", "faces" and "kid", and all use the strapline: "For the love of live." The ads were filmed by Ivan Bird at Serious Pictures at the festival, and pieced together with contrasting music to emphasise the power of live music, the joint creative director Andy McLeod said.
"This campaign captures being at a live gig from a unique perspective - that of the ordinary music fan. By showing the intensity and beauty of being in a seething, live crowd, the campaign captures what it is that makes live music special," he added.
The campaign was written by Ed Edwards and art directed by Dave Masterman.