NEW YORK--David Bowie, Snoop Dogg and B.B. King fall from the sky and land in the oddest places in TBWA\Chiat\Day's first work for XM Satellite Radio.
The $45 million campaign breaks Aug. 10 with a 60-second theater spot that features the musical icons. Bowie crashes through the roof of a motel, Snoop through the roof of a skyscraper (landing in an office of cubicles), and King through a barn.
In each case, the star's arrival is foreshadowed by a shower of objects that represents a type of radio programming. For example, basketballs, baseballs and footballs connote "sports," while trombones, French horns and a piano symbolize "classical." The tagline is: "Radio to the power of X."
In addition to the theater ad, the Playa del Rey, Calif. shop produced seven 30-second TV spots, some of which expand upon the theater effort. That campaign also includes print spreads, billboards, radio spots and direct mail.
The TV spots will break Sept. 12 in two markets--San Diego and Dallas-Fort Worth--before expanding to the Southwest in October and rolling out nationally in November.
XM plans to offer 100 channels of radio programming, including 71 music channels and 29 channels of news, sports and entertainment. More than 30 of the music channels will be commercial free. The Washington, D.C. company will charge $9.99 a month for the service.
TBWA\C\D landed the $100 million account last year (Adweek, June 12), in a review that included New York shops McCann-Erickson and Wieden + Kennedy.