For years though, adverts for Capital involved a banal parade of green-screened pop stars reeling off promo lines disinterestedly. It didn’t do justice to the real experience of Capital.
Spend any time at Capital Studios or backstage at the Summertime Ball, and you quickly sense the madcap fun and hilarity between the stars and the presenters. It’s like nowhere else.
From Ariana Grande rocking up unexpectedly live on-air, to Ed Sheeran tattooing Roman Kemp’s leg live on TV, Only On Capital do you get to see your favourite stars like you’ve never seen them before.
So we turned our cameras round on ourselves to invite the audience into our incredible world – Off Air, Off Camera, Offline and Off Stage.
Rather than scripting our ads and forcing the stars to act, our approach has been to capture their natural reactions and showcase the genuine camaraderie that occurs between them and the Capital presenters.
Whether that’s by pimping up a golf buggy with hidden cameras for The Vamps to race round Wembley in, setting up a game of darts in a pub between Katy Perry and Roman Kemp, creating the world’s cutest selfie with Shawn Mendes and 500 cuddly toys, or having Roman, Sonny Jay, and Sian ‘audition’ music’s biggest stars to appear on the show.
From TV, to OOH, and Digital, our advertising has gained huge fame with audiences across the UK. And we’re proud to have been creative partners with Roman on his journey to being named the nation’s favourite radio personality, presenting London’s Number 1 Commercial Breakfast Show.
Capital - Audience grew by 3% and maintained position as UK’s no.1 hit music brand