Global is launching a major ad campaign to promote its upcoming new nationwide breakfast show, with a TV spot starring pop stars including Little Mix, Liam Payne, Shawn Mendes and David Guetta.
Created by Lucky Generals, the 40-second ad breaks tonight (6 April) on ITV1 during the live final of The Voice UK. It is designed to raise awareness of and draw audiences to the debut of the Capital Breakfast with Roman Kemp on Monday (8 April), and sees the show reimagined as a breakfast cereal.
Presenters Kemp, Vick Hope and Sonny Jay take viewers on a high-octane journey through the world of music that the show will feature. For instance, Little Mix glide through a multicoloured sky on a magical spoon, while Payne chases the Capital hosts while riding a giant toy dinosaur. The film ends with the line: "Now that sounds tasty."
Marketing activity will run across TV, cinema, social media, video-on-demand and outdoor. It will also target listeners streaming music and podcasts via Dax, Global's digital audio ad platform.
Adam Johnson, Global's director of marketing, said: "We wanted to capture the fun, energy and the personality of Capital Breakfast with Roman Kemp with this campaign. What better way to do that than by putting our presenters and some of the biggest artists on the planet into the extraordinary world of your new favourite breakfast cereal?
"Launching this show across the UK is a huge moment for Global and this unmissable campaign will show millions of people across the nation where to find the hottest new music and the world’s biggest stars."
The work was directed by Mike Diva through Lord Danger. Media was planned and bought by PHD.