Atlantic 252 is to unveil an irreverent campaign through its new
agency, Spirit, which takes a pop at other national radio stations’
In a push to launch the long wave station’s new breakfast show, an image
of a flaccid Big Ben is accompanied by the line: ’London doesn’t get
it.’ The ad aims to highlight the fact that Atlantic, which positions
itself as a the youth-focused station, doesn’t broadcast to London and
therefore reflects national issues.
Three other executions feature a radio dial with the ’pointer’ - a
one-fingered salute - at 252 LW, a segmented physician’s head, and a
burning book entitled Breakfast Radio Format Guidelines.
Richard Hammond, a founding partner of Spirit, said: ’All the other
radio stations have become establishment. We are positioning Atlantic as
’real radio’, the new kid on the block.’
The campaign will run for six weeks on six-sheet posters and building
wraps in major cities, including Manchester, Leeds, Liverpool and
It was written by David Bryant and art directed by Lucy Hobbs. Media
planning and buying are through Carat.