5FM’s New Live Loud Campaign – Live Amplified – Television Commercial

[ 0 ] May 12, 2015 |


Check it out… 5FM’s new live loud campaign premiering across SABC TV channels, you’ll find the new 5FM advert featuring music by local South African electronic outfit Goldfish that represents 5FM’s brand essence – Life Amplified.

5FM’s brand new television commercial was conceptualised by award-winning advertising agency King James II. The advert brings across the key message that without 5 – there’s something missing, and it’s just you. As South Africa’s foremost youthful radio station, 5FM advocates this mind-set – 5FM is the soundtrack to your life.
5FM Marketing Manager Natalie Frank says the campaign is not defined by age, race or LSM, but is about appealing to listeners with a youthful attitude. “It is not exclusive, all listeners are welcome. The visuals are entertaining, cutting edge, light hearted, fun and they embody 5FM’s brand personality.”

The advert was directed and shot by seasoned Director Terence Neale who has an impressive CV that includes directing Skrillex’ music video for Ragga Bomb and Die Antwoord’s Baby’s on Fire, which went on to win an award for Best Hip Hop Music Video at the Short & Sweet Music Video Awards.

The creative team at King James II say when they conceptualised the idea they used the notion that 5FM has always remained cutting-edge and inclusive at the same time. “5FM has always played the freshest music from the widest playlist and that was quite something – with so many different cultures in SA, that there could be a radio station that had something for everyone without feeling lame or like they were trying too hard. When it came to making this ad, we wondered what all the different youth cultures and sub–cultures that exist within South Africa would be like without 5FM. We interpreted this idea by casting a wide cross-section of characters, dancing without music. It obviously looks completely weird and out of place – until music kicks in, that is, making all these different moves look amazing. The difference is the music.”

5FM will be creating versions of the advert that feature 5FM DJs and 5FM listeners in the coming weeks and months.

We Dig it!


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