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D Love returns in new ad spot for digital radio inspired by this week's royal gun salute

The BBC and Digital Radio UK have unveiled their latest D Love campaign to promote digital radio.

Created by RKCR/Y&R, the BBC trail ‘Share the Love’ features D Love with his miniature pony encouraging the nation to share digital radio with someone they love this summer.

The ad takes inspiration from the royal gun salute which marked the birth of Prince George of Cambridge this week and features listeners firing digital radios out of cannons to new recruits, one being former England cricket captain and radio commentator Michael Vaughn.

To support the new trail, a larger integrated campaign starring D Love is set to run on radio stations and social media, the former being aired across the BBC radio network and commercial radio stations. Commercial radio presenters will also be encouraging listeners to share their love for digital radio throughout August, with on-air promotions offering listeners the chance to nominate a friend to win a digital radio.

“In the lead-up to a government decision on radio switchover later this year we’re excited to see D Love, digital radio’s biggest advocate, returning for this latest campaign. During this amazing summer of music and sport D Love is encouraging the nation to get out there and share digital radio with someone they know who will love the listening experience just as much as they do,” said Jane Ostler, communications director at Digital Radio UK.

RKCR/Y&R’s Algy Sharman and Al Brown created the trail which was CD’d by Ted Heath and Paul Angus and directed by Peter Martin from the Sweet Shop with Red Bee Media handling production.

Featured by The Drum