Smooth FM goes out of this world with new brand campaign

Reporter

NOVA Entertainment has launched a new Smooth FM brand campaign that celebrates the unifying power of music.

Developed by creative agency The Hallway on Smooth FM’s new brand platform ‘Together in Music,’ the campaign features a film that conveys to audiences that the music on Smooth FM is so unifying, not only does it transcend generations, genders, and borders – it transcends galaxies.

The film features a music-loving UFO appearing in the sky above a quiet suburban street, spreading joy and music to the residents below as the UFO tunes into Smooth FM’s frequency.

The choice of the timeless pop classic ‘We Built This City’ by Starship aims to infuse a sense of familiarity for existing audiences and an opportunity for discovery for a newer, younger listeners.

Adam Johnson, NOVA Entertainment’s Chief Growth Officer says “’Together in Music’ says everything about the unifying power of the kind of music Smooth FM plays all day long.”

“Whilst ads from radio brands tend to follow a certain formula, we wanted this to be an ad like no other and I’m delighted with what the team have delivered.”

Dan Saunders, Creative Director at The Hallway, says “Adam challenged us to break the usual radio advertising formula and we were happy to oblige.”

“The exciting question now is where shall we take it next?”

The film is directed by award winning TV commercial director Paul Middleditch, who says “What an amazing project to lend my skills to as a dramatic and comic director. A wonderful script that demands cinematic expanse with a touch of craziness at the end of your driveway. That Starship track will never be the same. Loved it.”

The ‘Together in Music’ commercial will be screened nationally across TV, cinema and digital video channels.

The campaign will be accompanied by comprehensive OOH activity.

Watch the commercial here.

Featured campaign credits:

Creative Agency: The Hallway

Production Company: Plaza Content

Director: Paul Middleditch

Executive Producer: Peter Masterton

Producer: Mel Weinman

Cinematographer: Daniel Ardilley

Post-Production: The Editors

Post Producer: Nicoletta Rousianos

Editor: Stu Morley

Colourist: Ben Eagleton

Online: Matt Edwards

UFO: Fanatic Films

VFX Supervisor: Russell Masters

Sound: Massive Music

Sound Producer: Luci Roe

Sound Engineer: Myles Lowe

Media: Carat, Sydney

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Recent comments (3)
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CJ.
12 Feb 2024 - 9:19 am

… and in Adelaide it carries the Smooth FM branding without any mention of the fact that it is not on FM … how do they expect to build an audience if the audience doesn’t know where they are?

Anthony Shadie
19 Feb 2024 - 8:51 pm

Is the young lady getting out of the car an Australian actress?
I have never seen her before.

Carole
26 Feb 2024 - 8:54 pm

Is the lead singer Amy off of Australian Idol

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