Introducing our ‘huge’ new campaign for Peter Vardy
We’ve been the exclusive radio creative partner for Peter Vardy Motors since the day they opened the doors to their very first showroom.
Over a decade later and this young, vibrant and ambitious company has grown at an incredible rate.
Radio advertising has played a key role in the Peter Vardy marketing strategy in every year of their rapid growth.
Scroll forward to Q4 of 2019 and it was time to look at a new brief, to market the Peter Vardy New Year Sales Event.
More specifically, the BIGGEST EVER New Year Sales Event – with their largest ever choice of cars and best price incentives from one of Scotland’s BIG players.
We got to thinking, “This wasn’t just BIG news for their customers, this was GIANT”!!
And so was borne our idea to brand the event as the GIANT SALE.
And what better way to soundtrack the campaign than with one of the biggest songs of 2019: a Gold and Platinum hit in many countries across the world, from one of the ‘giants’ of Scottish music, Calvin Harris, with powerhouse vocals from his collaborator Rag ‘n’ Bone Man...
The idea was developed, the client loved it, so now to make it happen...
We worked with Calvin Harris & Rag ‘n’ Bone Man’s representatives to negotiate and secure their approval and also enlisted our record company contacts to agree publishing rights for the track too.
Photo by Marcela Laskoski on Unsplash
With everything in place, it was time to create the commercial - with bold and simple phrasing and a confident, measured voiceover to compliment the feel of the track and the campaign.
Those distinct horns and organ stabs, that build up and then the huge roaring decibel rush of Rag ‘n’ Bone Man: “I AM...A...GIANT” – sometimes biggest really is best.
If you want to talk about your next BIG idea for radio, we’d love to hear from you, just get in touch
