By Jessica Goodfellow, Media Reporter

May 26, 2016 | 2 min read

Radiocentre, the trade body for commercial radio, has revealed the second execution of its targeted marketing campaign, this time aimed at John Lewis’ customer director Craig Inlis.

The new ad takes the form of a ballad dedicated to Craig Inlis, and takes its inspiration from John Lewis’ famous Christmas ads. The ad asks Inlis to “give radio a go”.

Lucky Generals, the creative agency behind the campaign, was briefed to get media decision makers to invest more in radio. To do this, the agency has launched a campaign which targets individual marketers with bespoke songs, asking them to see radio differently.

The campaign kicked off last week with a hip hop rap dedicated to Unilever’s chief marketing officer Keith Weed.

Andy Nairn, founding partner, Lucky Generals said radio doesn’t command its fair share of advertising revenue, since there is a prejudice in the industry that radio advertising isn’t exciting and won’t make a brand famous.

Nairn said: “Radio commands an incredible share of the hearts and minds of the British public but that is not reflected in media spend. People are seduced by the new.”

The 60 second ad spot will run across national commercial stations including Classic, Smooth, Magic, Heart, Capital, Jazz FM and Heat. It will also run on a number of local stations around the UK.

The campaign is supported by outdoor, online, and print advertising, plus PR and social media. It also has a dedicated microsite at

Radiocentre’s client director Lucy Barrett says: “We hope that like Keith, we have given Craig a powerful reminder of radio’s ability to build fame and stimulate mass response amongst the millions that tune in everyday in their cars, homes and offices.”

John Lewis Advertising Media

More from John Lewis

View all