Radiocentre continues targeted campaign as it takes aim at Airbnb CMO Jonathan Mildenhall
Airbnb's chief marketing officer, Jonathan Mildenhall, is the latest marketing luminary to be targeted by Radiocentre's bold musical push to get more brands advertising on the airwaves.
Created by Lucky Generals, the commercial is the most recent in a campaign series of high profile radio ads personally aimed at famous marketers, asking them to 'See Radio Differently'.
The first two iterations of the initiative saw a hip-hop rap dedicated to Unilever's Keith Weed and a melancholy piano number designed to grab the attention of John Lewis' customer director Craig Inglis.
The new ad’s song, directed at Mildenhall, is in the style of a house anthem and tells Airbnb's top marketer that "there’s just one place to be – on the radio for Airbnb". Mildenhall’s song is performed by Phebe Edwards, who has sung and toured with Rita Ora and Donna Summer.
The campaign is supported by press and digital and social media.
"We’ve all put a lot of thought into this one. Jonathan is a very upbeat person and this Ibiza house track has been created to give him a perfect upbeat holiday feeling," said Radiocentre’s client director Lucy Barrett.
"As other leading digital first brands such as Uber and eBay are already using radio we know that Airbnb would feel right at home on radio, which is fitting given its tagline is Live There.”
Music for the Mildenhall special was composed by Simon Bass and produced by Pure Soho.
Airbnb has yet to issue a response, but listeners may be left wondering if it will take a similar approach to Unilever, which enlisted the lyrical stylings of P&G Tips' monkey mascot in reply to Radiocentre.