Jordan North passes the mic in Capital ad campaign
Global station Capital has launched a campaign for its breakfast show featuring presenters Jordan North, Chris Stark and Siân Welby.
“Join the Chat” features a TV spot that also stars musicians including Sabrina Carpenter, Billie Eilish and Stormzy.
Media is handled by PHD.
It will be shown on ITV1, ITVX, Channel 4 streaming and Sky.
The campaign also includes executions appearing across Global’s OOH estate, including digital screens and buses.
Work appearing on the London Underground shows North and others “passing” the mic to adjacent screens.
Ads will also span YouTube, Facebook, Instagram and TikTok.
Created in-house, the campaign aims to highlight that everyone is invited to be part of the conversation at Capital.
North joined Global to take over Capital Breakfast from Roman Kemp in April. Before that, he was at BBC Radio 1.
The latest Q2 Rajar figures show that, since North’s appointment, the breakfast programme posted a 10.2% quarter-on-quarter increase in weekly reach to 2.8m.
Commercial radio more broadly increased reach by 2% from a year earlier, exceeding 40m weekly listeners for the first time. Global, in particular, added 1m listeners across its portfolio of brands in Q2.
Simon Barnabas, managing director of marketing at Global, said: “Our new Capital Breakfast campaign is all about creating a sense of fun, relatability and connection.
“I’m also proud that this campaign was entirely created in-house, showcasing the exceptional creative talent we have here at Global. It perfectly captures the spirit of the highly entertaining and engaging Capital Breakfast show.”
