Johnny Vegas To Front Latest RAB Ad Drive

The Radio Advertising Bureau (RAB) has recruited comedian Johnny Vegas to front its latest marketing campaign aimed at promoting the medium to advertisers.

The four 30-second ads, which were written and produced by Teeside-based commercial radio station TFM, feature Vegas, who is best known for his role in ITV Digital’s Al and Monkey campaign, enthusiastically expressing his affection for radio advertising.

Each execution opens with Vegas delivering the line “I love it when the ads come on the radio”, before going on to communicate a series of bizarre messages about the strength of the medium. The campaign, which is the fourth to be released by the RAB in the last year, will be rotated with previous ads to avoid repetition.

Managing director of the RAB, Justin Sampson, said: “Our campaign of radio promotional spots has been one of the most effective elements of our communications plan. We need to keep the activity fresh to avoid wear out – Johnny Vegas caught our attention for playing the lead in an engaging series of executions for the idea that radio is more powerful than it looks.”

According to recent figures from the Advertising Association, commercial radio increased its share of broadcast advertising revenue up to 13.7% in the year to March 2002 (see UK Q1 Ad Expenditure Down 6% Year On Year).

RAB: 020 7306 2500 www.rab.co.uk

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