ATLANTA Sirius Satellite Radio launched its first ad campaign last night on national television.
The estimated $3 million campaign, from Maxxcom's Crispin Porter + Bogusky in Miami, broke on CBS' Late Show With David Letterman and NBC's The Tonight Show with Jay Leno.
Under the theme "It's On", the first 30-second spot, featuring music by hip-hop artist Dr. Octagon, will continue to run on national cable channels including ESPN and MTV. The ad will also appear on CBS' telecast of the 45th Grammy Awards.
Print ads are scheduled for magazines such as Esquire, FHM, Men's Journal, Rolling Stone and Spin. Direct mail, outdoor, online and movie trailers are also part of the campaign targeting music fans.
An additional five spots showcasing different musical genres—jazz, hard rock, electronica, dance and classical—and using computer animation to illustrate what the music might look like will air throughout the first quarter. Each spot credits the artist for the music heard in the ad.
Dr. Octagon's spot, for example, shows an almost abstract vision of the turntable and scratching record needle, which epitomizes rap music.
"At Sirius, we present music in a way that has never been done before," said Mary Pat Ryan, executive vice president of marketing for the Los Angeles client.
"It's On" demonstrates Sirius' philosophy about being true to listeners, not corporate agendas, said Ryan.
"As an agency, the opportunities that get us most interested and excited are those that make it possible to help disrupt established institutions at the center of pop cultures," said CP+B president Jeff Hicks.
The subscription-based radio service offers 60 commercial-free music and 40 sports, news and entertainment streams.