Smooth Radio launches new television and multimedia ad campaign

A new commercial has been created for Smooth Radio featuring landmarks around the UK and promoting its new strapline.

“Always the best music” is highlighted with some of the station’s regular songs being played whilst part of the logo flys around the country.

The soundtrack includes Whitney Houston’s “How Will I Know,” Lionel Richie’s “Dancing On The Ceiling,” George Michael’s “Freedom 90,” and John Parr’s classic Top 10 hit “St. Elmo’s Fire”.

The 30-second ad sees a CGI Smooth-brand purple wave burst out of a radio weaving through big cities, terraced streets, suburban areas and the countryside. Throughout its journey, the wave wraps itself around famous landmarks such as Blackpool Tower and the Angel of the North.

The TV ad got its premier during the launch of this year’s Dancing On Ice on ITV1, and will be seen across the ITV network, on ITV Hub, All 4, and Sky. It will also be accompanied by a full-scale national cinema, outdoor, BVOD, and social media campaign. TV and media planning has been booked by PHD.

Simon Barnabas, Managing Director of Marketing at Global said: “Smooth is on spectacular form enjoying its highest ever audience figures, and to help deliver on our strategic ambitions for this brilliant brand the exceptional creative team here at Global have devised a truly eye-catching visual and audio campaign.

“With a very contemporary look and feel, the ad quite literally takes Smooth’s playlist of the best music right across the nation.”

Sally Ardis, Senior Managing Editor of Smooth Radio added: “This new campaign recognises Smooth’s commitment to broadcasting the best music. It’s a celebration of our iconic playlist that we know our audience love.”