BBC Radio 2 was facing an identity crisis, seen by many as outdated despite playing a broad mix of music, from contemporary hits to classics, with an impressive daily lineup.
Inspired by Elvis’s iconic Aloha from Hawaii concert, we imagined him introducing an unusual band: the Sugababes, Marvin Gaye, Noel Gallagher, Keith Moon, Sheryl Crow, and Stevie Wonder. Viewer demand led to the ad’s YouTube release, sparking a global debate over ideal band lineups, with over 3 million views.
My colleague Brendan Wilkins and I were twice interviewed live on BBC Breakfast before an audience of 6.2 million, joined by Paul Gambaccini on our second appearance. The Director-General hailed it as “the best in British creativity,” and Jimmy Page requested a copy for his grandchildren, saying it made him feel “cool.”
Ultimately, the campaign reshaped perceptions, making Radio 2 the UK’s most popular radio station with 13.1 million listeners.
And it all started here.
Director: Steve Cope | Producer: Edel Erickson
Client: BBC Radio 2 | Agency: DFGW
Client: BBC Radio 2 | Agency: DFGW