Virgin Radio is to launch a television campaign this weekend, which is so risqué it is still awaiting approval from the Broadcasting Advertising Clearance Centre (BACC).
The campaign, entitled ‘Dirty Dog’ and created by Mustoe Merriman Herring Levy, features a male dog wearing a studded leather G-string, lying on a bed with the dog from Virgin Radio’s previous advertising campaign.
The ads carry the strapline: ‘Wake up with someone different’. The ads are to promote DJ Steve Penk taking the top breakfast spot after former Radio One DJ Chris Evans was sacked for repeatedly not turning up for work.
The Dirty Dog campaign will be shown on ITV in London, Granada and Scotland around programmes such as Take Me, Coronation Street and Cold Feet as well as the Grand Prix and ITV Premiership.
It will also be shown in cinemas from August 17. A spokeswoman for Virgin says if the ads are not cleared by the BACC they will be edited.
Media for Virgin Radio is bought by Starcom Motive.