Kiis FM begins publicity push for ‘Always Awkward’ Jase & PJ breakfast show
Australian Radio Network’s (ARN) Kiis FM has launched an ad campaign to promote its new Melbourne breakfast duo Polly ‘PJ’ Harding and Jase Hawkins.
The ads were created by branding agency Joy, ARN’s marketing department and content teams, and Jase & PJ.
In one of the 30-second spots, Jase tries to get bird poo out of PJ’s hair in the lift before a colleague springs them while PJ’s head is stuck directly in front of Jase’s crotch.
Another 30-second ad shows Jase & PJ introducing themselves to another man in the lift, as PJ burps loudly instead of saying her name as a way of introduction.
A shorter 15-second commercial shows Jase asking PJ to move further and further to the left until she is eventually out of his ‘selfie’.
The tagline used is “Jase & PJ in the morning, always awkward”.
Anthony Xydis, chief marketing officer at ARN, said in a statement: “We’re excited to launch our latest marketing campaign in Melbourne for Kiis 101.1. It’s one of the largest multi-channel campaigns that ARN has put in market and is designed to build familiarity for Jase & PJ and their unique brand of ‘always awkward’ content.
“The campaign features a multi-platform outdoor campaign across large format, street furniture and transit, and is complemented by social and digital.”
The duo were announced as Melbourne’s new breakfast hosts back in October last year, replacing Matt Tilley and Meshel Laurie.
At the time of the announcement, ARN’s national content director, Duncan Campbell, said: “The signing of Will & Woody and Jase & PJ is an exciting coup for ARN given the talent was also courted by other networks.
“These changes not only enhance our national offering but also reinvents our approach for Kiis 101.1, marking a significant, bold step forward for Melbourne and the network overall.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Well this is awkward
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Great to see mysoginistic crap still being produced by the marketing team of the business that promotes Karl and jackie o.
Sleep well everyone.
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The ad that’s set in the lift was first used in an episode of “Are You Being Served” in 1978. Or was it from “The Benny Hill Show”?
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I am so disgusted by the way PJ had been portrayed so sexually in the first ad. Then all the others she is the back seat person. What about equal rights!!
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I like the energy the pair brings to the show and the many events they are organising to create stickiness to the audience. I wish PJ could adjust her accent to be more international. I was taking time to pinpoint where is her accent and just found out that it was a Kiwi accent. Please, please, please, PJ, have yourself train with Profession Higgins.
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Totally bad taste..
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Thought that PJ with her strong accent was going to annoy the Shrimp on the barbie folks in VB land.
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Matt and Jane were so much better, can’t believe they are gone. Jase and PJ are like listening to someone else’s boring conversation on the bus.
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Seeing the ad with the two halfwits ( female halfwit supposedly giving the male halfwit fellatio) really piques my curiosity, who listens to this radio programme? How did this ad get to go to air and do advertising agencies really pay uneducated, sexist, humourless fools for this base “work”. Grow some smarts.
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PJ and Jase in the morning, the ad’s are cringeworthy as are the two supposedly ‘funny’ presenters. Who listens to this rubbish I can see that the ratings will be richly deserved ie down the bottom of the ratings pile
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