Heart FM, the London radio station, has introduced a friendly alien into
its latest TV advertising to promote what it claims is its addictive
In the 30-second commercial, which breaks this week on Carlton and
Channel 4, the diminutive visitor swaps his flying saucer for a suburban
semi because he can’t bear to leave Heart behind.
Mellors Reay and Partners, which devised the campaign, says the
character could become a regular feature of the station’s future ads.
The new campaign breaks a year after Heart went on air with a menu of
mainstream rock and pop music aimed at 25- to 45-year-olds.
It also comes just weeks after the release of Rajar data that show Heart
is the fastest-growing FM station.
Phil Riley, the managing director of Chrysalis Radio, which owns Heart,
said: ‘The growth of the station both in listeners and advertising
revenue continues to exceed our expectations and we have great faith in
this new work.’
The ad was written by Gary Dawson, art directed by Scott Bain and
directed by Chris Palmer of Gorgeous Films. Media is being bought by
Heart is understood to have boosted its advertising investment for the
new campaign above last year’s pounds 1.3 million launch budget.
Earlier advertising featured a bikini-clad sunbather who would rather be
buried in snow than turn off her radio, and the celebrity hairdresser,
Nicky Clarke, who is allowed to snip off all of a customer’s hair so the
man can continue listening to the music being played by Heart.