Ad Campaign ‘It’s_ON’ at Sirius

Hoping to catch on with the edgier crowd, Sirius Satellite has kicked off its largest ad campaign, centering on the motto “It’s_ON.” (It first announced those plans at last month’s CES show, as reported here.)
The company is trying to promote a listener-oriented philosophy that will include slogans such as “Corporate Agenda_OFF, Experimentation_ON.”
The campaign, created by ad agency Crispin Porter + Bogusky, will include spots in various media. Six broadcast spots will feature alternating types of music, such as hard rock, electronica and jazz.
Sirius hopes the campaign will attract listeners not interested in what the company sees as corporate-controlled, unexperimental radio. Samples: “Boy Bands_OFF, Unsigned Bands_ON.”