XM’s Ad Campaign Starts

XM Satellite Radio’s $100 million ad campaign has begun. The campaign has been in development for nearly a year by TBWA/Chiat/Day. Called “Radio to the Power of X,” it’s anchored by national 60-second spots featuring artists such as BB King, Snopp Dogg and David Bowie that begin airing in nearly 3,000 movie theatres this weekend.
The spots show objects falling from the sky to depict music and how an individual is able to receiving it from wherever he or she is, said Lee Clow, Chairman/Creative Director Worldwide for TBWA/Chiat/Day. For example, “Classical Rain,” a 30-second spot depicts a truck smashing instruments falling from the sky to introduce viewers to XM’s classical channel. Another spot shows a racecar dropping from the sky to illustrate the NASCAR channel.