Fallon unveils Radio 1 'evangelists'

BBC Radio 1 DJs are transformed into music missionaries in a national television campaign created by Fallon.

BBC Radio 1 DJs are transformed into music missionaries in a national television campaign created by Fallon.

The campaign capitalises on the station's eclectic mix of DJs to reaffirm its specialist music credentials in an increasingly diversified market.

The three spots feature cutting-edge Radio 1 DJs - Gilles Peterson, Mary Anne Hobbs and The Dreem Teem - as they embark on their music missions.

In the first commercial, The Dreem Teem arrives in a van, with their favourite track blaring out of their ghetto blasters. Their plan of action is shown by a street map, on which they have circled targeted areas. As they mingle with the throng at a street market, they spread the word about UK garage, which is the staple of their show.

Gilles Peterson, the man at the forefront of Radio 1's dance music, is seen preparing for the mission in his flat before determinedly taking to the streets and evangelising about his passion. No-one is spared as he encourages everyone he meets to listen to his music and take a record.

In the last spot, Mary Anne Hobbs, the rock music 'missionary', pulls into a motorway Travelodge and, to the surprise of those around her, attempts to liven up the atmosphere by playing her favourite track. She is last seen patiently trying to teach a weedy man how to mosh.

All the TV spots end with the 'Radio 1. One Love' strapline.

The ads were written by Rob Potts and art directed by Andy Jex. They were directed by Johan Tappert, a new director at Rogue Films.

Robert Senior, a partner at Fallon, said: 'Over the past two years, Radio 1 has experienced strong growth in both reach and audience share. The strategy has been to increase mainstream appeal, while retaining the unique scope and breadth of its specialist music coverage, which is what this campaign is designed to emphasise.'