Smooth FM goes out of this world with new brand campaign
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