‘Are we meant to be in this ad?’: Fox FM uses outlandish claims to spruik flagship shows

Fox FM has started a marketing drive to push its morning and drive radio programs and hosts Fifi and Dave and Hamish and Andy as it looks to shore up its leading position in the Melbourne market.

The TV ads follow the format used to push sister station 2DayFM’s breakfast show with Rove McManus and Sam Frost, with a series of massive over-statements being made about the show.

With the tagline, ‘The biggest station in town… deserves the biggest (over) statements in town’, the premise rests on the hosts’ amused and bewildered reactions to statements made by an unseen narrator (in the style of famous movie trailer voiceover man, Don LaFontaine) about their respective programs.

In one of the spots Fifi Box and Dave Thornton’s partnership is described as the “biggest new show to hit the airwaves” before the pair point out they have been on for three years.

In another, the voiceover promotes the “Hamish and Friend show”, leaving Hamish Blake’s co-host Andy Lee somewhat bemused.

Production credits
Head of Marketing and Communication – Nikki Clarkson
National Marketing Director – Adam Bower
National Marketing Manager – Erin Donati
Creative – Adam Bower
Writers – Adam Bower, Hamish Blake, Andy Lee

Production Company – Fabric Films
Director – Charlie Fergusson
Executive Producer – Krista Fergusson
Producer – Justine Pitcher
DOP – Simon Ozlins
1st AD – Andrew Moffat
Grip – Dean Garro
Gaffer – Chris Dewhurst



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