BOSTON XM Satellite Radio has launched its first work from Mullen since hiring the Interpublic Group shop in May.
A 30-second TV spot opens on a commuter in a morning traffic jam, listening to The Black Eyed Peas' new hit single, "Shut Up," on his car radio. He proceeds to steer the vehicle into his office building, across the lobby and even into an elevator. A voiceover says: "XM Satellite Radio: 100 digital channels you'll never want to be without." Ultimately, the driver easily removes the Delphi XM SKYFi radio from his car and inserts into an XM unit on his desk. There is no tagline.
The client tapped Mullen in Wenham, Mass., for creative following a review. Aegis Group's Carat in New York handles media chores [Adweek Online, May 16].
The spot broke during Thursday's season premiere of NBC's Friends, among others, and will run on various network and cable programs.
XM spent about $60 million on ads last year and $15 million for the first half of 2003, per TNS Media Intelligence/CMR.