Five Live’s running a TV marketing campaign at the moment, but with a very different creative. They’ve been filming what’s been happening during the day in the studio and then turning that around into an ad for broadcast later that evening.

It’s a brilliant way to contextualise the station as one that covers what’s happening today. It’s also a great way to say “we’re not just a sports station”. Something I know that has always been an (incorrect) perception that many listeners have.

The other thing I like about it is people are dressed down and there’s a mix of serious and fun. Even though the ads are short it really communicates a down-to-earth personality, something i’m sure they were intending to do.

The fist clip below, shows them on Budget day, the second one a more general day at the station.

Graham on the Five Live blog talks more about the campaign.