Despite major controversy in recent months, Southern Cross Austereo (SCA) is not shying away from the limelight, launching a multi-platform national campaign for the Today network starring presenters such as Kyle and Jackie O.
The push is led by a commercial starring famed duo Kyle and Jackie O, which will launch on
Sunday 27 January. It also features returning personalities Hamish Blake and Andy Lee, Drive presenters Jules Lund and Fifi Box and its Melbourne, Brisbane, Perth and Newscastle broadcasters.
A teaser of the forthcoming spot
is currently on the network's website and is called 'That Feeling'.
The broader campaign, which will encompass out-of-home, online and social media, was announced this morning on the Kyle and Jackie O Breakfast show.
SCA announced last November that Blake and Lee would return to the network this year with a new hour-long morning show from 9am on Tuesdays to Fridays. The irreverent duo reduced their air time back in 2010 to once a week to pursue television ventures such as Caravan of Courage and Euro Gap Year.
SCA head of content Craig Bruce said at the time: "We're really excited about 2013. The Today Network line-up is going to be our best ever filled with Australian radio's biggest stars and hottest shows."
The campaign follows a string of high-profile controversies endured by the network, with the most recent being the Royal Family-related prank which was linked to the death of embroiled British nurse Jacintha Saldanha. The prank, conducted by DJs Michael Christian and Mel Greig, saw the network temporarily suspend all its advertising and ban all prank calls due to a major social backlash.
Shock jock Kyle Sandilands also caused outcry in 2011 when he referred to a News Limited journalist as a "fat slag". The scandal caused a massive advertiser exodus from the network and saw the broadcaster hit with a second licensing condition after Australian Communications and Media Authority (ACMA) ruled his outburst was a breach of the commercial radio codes of practice.
The network was not available for
comment about the new commercial at the time of writing.
View the teaser spot here.
What do you think of it? Let us know your thoughts in the comments below.
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