Capital FM has launched a series of television ads through GGT to
support its ’uniquely urban’ image.
The ten- and 30-second ads, plus a number of two-second blipverts, play
on London’s reputation as the coolest city in the world and use the
line: ’95.8 reasons why London’s Capital.’
The blipverts show the 95.8 frequency in various environments, including
a projection on to Battersea power station. Five blip-verts will run in
each break, interspersed with other commercials.
The 30-second and ten-second spots comprise vignettes of London scenes,
with voiceovers provided by Cap-ital DJs. One scene focuses on a man
asleep on the tube, his face squashed against the window as the
voiceover describes ’that blurry feeling of the last tube home’. Another
shows the singer, Suggs, giving directions to a group of confused
Japanese tourists using cockney rhyming slang.
Other star appearances include the Tottenham Hotspur player, Chris
Armstrong, displaying the ’95.8’ logo on the back of his shirt. In a
scene set in a pie-and-mash shop, Siedah Garret from the Brand New
Heavies and Saffron from Republika tuck into a plate of mushy peas with
the bald sidekick from the Benny Hill Show.
Lizzie Palmer, Capital’s marketing director, said: ’We wanted to build
on the fact that London is seen as the world’s coolest city, and
Capital is London’s number one station. The ads are vibrant and
energetic - all the things we see Capital as being.’
Trevor Beattie, the creative director of GGT, said: ’Cap-ital is London
- it’s omnipresent in the city. We’re highlighting the fact that
wherever the fun is, Capital Radio will never be far away.’
The ads were written by Graham Cappi and art directed by Alan
They were directed by Ringan Ledwidge and Ashley King through Tank
Films. Media buying is by Zenith Media.
The campaign, which starts on 14 July, will run for four weeks on