Dr Dan comes back to Triple M – with the help of Slash
Austereo’s Triple M have unveiled the return of Dr Dan, as played by guitarist Slash.
The new version was unveiled to listeners today, while the accompanying ad will go to air on Sunday.
Dr Dan was a staple of the Triple M sound throughout the 1980s and 1990s.
The reworked version is the first time Slash has recorded a radio theme.
As well as the TV ad, the campaign is also supported by an outdoor campaign including AdShel posters where the tune can be downloaded via Bluetooth.
Austereo Marketing Director Nikki Clarkson said:“Slash fits the Triple M brand perfectly, he is pure rock which is what Triple M is all about.”
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“it” just moved!
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\m/ \m/
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Quality
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Since when has Triple been about pure rock? When I spoke to Micheal Anderson a couple of years ago, Triple M was all about comedy and live sport.
they are ONLY about pure rock until the competitive threat subsides, then they will be back to programming the station via music research. Just like they always have.
Remember the “long blocks” and “No rap crap”? that was all fine until Eminem tested through the roof and they abandoned their rock fans for a few cheap rating points.
Triple M is about whatever gap (or threat)in the market they see. No credibility whatsoever.
They dropped Dr Dan for Wella Man in the mid 90s in an effort to broaden the audience.
Weak.
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Gave me a woody.
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We salute you !
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So good, bring on the Dr.
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Was Slash redoing Dr Dan serendipity?
Or was some media agency or PR firm behind it?
Does anyone know?
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Hi Tom,
This from Triple M’s press release:
“To make it relevant today, Slash has recorded the Dr Dan theme song for Triple M and its listeners. Slash shot the TVC in Australia, recorded the track in LA and met the listeners in Paris, who had to pick that new Dr Dan track up from Slash and bring it back to Australia for the launch to be played on air to listeners for the first time on Tuesday 29th June.”
So marketing rather than serendipity.
Cheers,
Tim – Mumbrella
Ta Tim.
S’good marketing for those of us raised as metalheads in the 80s.
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The new posters at railway stations feature slash and deliver the jingle via Blue Tooth – nice – but this sort of “get the kids” marketing is lost on the music Triple M plays.
In the days of Triple Your Music (2MMM and EON-FM both ran it at the time after MMM bought out EON), the station was playing the “rockier end” of mainstream popular hits, with some classics for the time.
The feature of the triangular TRIPLE M and EON FM logos at the time was what I call “he Man With Wings” and that amazing Doctor Dan theme.
Is Triple M going back to its past ?
Promoting asa music station is not easy when the place is loaded with so called comedy talk, and endless AFL football coverage (here in Melbourne).
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