Mother rebrands Melody as Magic FM

Melody FM, the London radio station recently acquired by Emap, is to relaunch as Magic FM with an advertising campaign by Mother featuring an emotional baby, fluffy chicks and an ensemble of cool hens.

Melody FM, the London radio station recently acquired by Emap, is

to relaunch as Magic FM with an advertising campaign by Mother featuring

an emotional baby, fluffy chicks and an ensemble of cool hens.



The radio station has been gradually rebranded on air over the past few

months and its playlists have evolved to target a slightly younger age

group. The commercials, running on satellite and terrestrial TV in the

London area, launch the campaign, which will then branch out to include

mega-rear bus-backs and ambient media.



The ads are based around the principle that great music gives you a

feeling that nothing else can. All three executions use music that is

characteristic of Magic’s sound and depict events that happen ’as if by

Magic’. In ’baby’, a baby in a highchair acts out the emotions invoked

by the words of the Take That song, Back for Good, with the help of a

pair of large hands.



Roxy Music’s Avalon is mimed in another execution by a pop group made up

of chickens playing the sax, upright bass and various percussion

instruments.



In the last execution, a group of chicks are milling around to the sound

of Elton John’s Rocket Man. One of them takes off into the air and

disappears from the screen as the song launches into the chorus. Each

commercial ends with the line: ’As if by Magic. 105.4FM.’



The ads were directed by Chris Palmer at Gorgeous. The campaign was

planned and bought by Rocket.



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