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.”


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