Smooth Radio Brings Iconic Music Mix to Life in TV Ad

Global, the Media and Entertainment Group, has launched a brand-new TV and multimedia ad campaign for Smooth Radio, one of the UK’s largest commercial radio brands with 6.2 million weekly listeners, highlighting the station’s new strapline 'Always the best music.'

Set to an immediately enticing soundtrack of 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 TV ad sees a state of the art CGI Smooth-brand purple wave burst out of a radio and sweep across the breadth of the UK, weaving through big cities, terraced streets, suburban areas and the countryside. Throughout its journey, the wave wraps itself around famous landmarks and effortlessly transforms into song lyrics. 

The campaign showcases the station’s iconic playlist which features the best music from artists and legends such as ABBA, the Bee Gees, Elton John and Madonna, blended with soulful hits from today's stars including Adele and Ed Sheeran.  

Premiering during the launch of this year’s Dancing On Ice on ITV1, the campaign is set to captivate audiences across the ITV network, on ITV Hub, All 4, and Sky. The TV ad 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."