Kiss unveils new Livesexy drive through HHCL and Naked

by Sam Matthews,, Brand Republic 15-Jul-04, 10:00

LONDON - Emap-owned radio station Kiss 100 is launching a £1.5m marketing campaign showing Londoners frolicking in a park, in a drive created by Naked Communications with TV ads by HHCL/Red Cell.

The campaign, Kiss's biggest in three years, kicks off on July 21 with TV advertising on ITV, Channel 4, Five and Emap music channels, including Kiss! and The Box. It builds on the brands existing "Livesexy" tagline and has the feel-good vibe of summer.

The ad begins with images of young people walking around London with green marks on their clothes. It appears more and more people have these marks and, eventually, the cause is revealed -- Londoners have been listening to Kiss 100 in the park and have an uncontrollable urge to "get sexy".

The ads were created by HHCL/Red Cell's creative director, Jonathan Burley, and Jim Bolton. Russ Lamourex directed the campaign, which was produced by Hungry Man.

Burley said: "Russ has perfectly captured the sunshiney park vibe that goes hand in hand with the Kiss Livesexy brand values; a spot that makes you want to grab your other half and go find yourself some green."

Kiss 100 marketing manager, Afdhel Azi, added: "I'm very pleased with what Naked and HHCL have come up with -- it fits the brand perfectly."

Kiss 100 is the fourth-biggest station in London and the number one station for the capital's 18- to 24-year-olds with an 18% reach.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.