Fallon creates ads for BBC's summer events

Fallon has created a multimedia campaign for the BBC to promote the corporation's coverage of major summer events, under the banner: "BBC summer is here."

The campaign, which breaks this week, aims to highlight for the first time the in-depth access the BBC is offering to a diverse range of music festivals and sporting fixtures.

These include Royal Ascot, Wimbledon, Glastonbury and the Edinburgh Festival.

The campaign, which will run until mid-September, uses TV, radio and poster executions based on the theme of freeing your feet.

In the first of three 30-second TV executions, which will run on BBC channels, a pair of feet step tentatively out of a door on to grass before finding a place to stand.

The second spot shows another pair of feet testing the temperature of a swimming pool while the third features feet feeling their way on to a beach. The endline reads: "BBC summer is here."

Magnus Djaba, an account director at Fallon, said: "The idyllic feeling you get when you take your shoes and socks off to walk on the grass or the beach is something everyone can identify with. We wanted to use this image of setting your feet free as our unifying thought."

The campaign was written by John Cross and art directed by Andy Johns.

The director was Joanne Bailey through BBC Broadcast. All media planning and buying was handled in-house.

Gail Nuttney, the head of youth marketing at the BBC, said: "The events covered within this campaign are extremely diverse. Our challenge was to gain credit for the BBC as a broadcaster, giving the audience access to them across the summer."

"BBC summer is here" will have a dedicated website and promotions running in the national press will offer people the chance to win tickets to the events.