David Reviews

 Biting the hand that feeds us since 2002.

Capital FM
"Pitch Meeting"
60s
21 September 2017
UK Radio Stations

This sleb-heavy ad for Capital FM demonstrates that some people really are up for anything... if you put a camera on them. Relentlessly upbeat host Roman Kemp inserts himself into various odd scenarios with stars - including a teddy bears' picnic with Ed Sheeran and a sparkly game of darts with Katy Perry - under the guise of pitching them as features. Back to the drawing board, Roman.

Samsung Gear
"Know How"

Mark said:

was this meant to be comedy? i was laughing. A lot.


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Capital FM
"Pitch Meeting"
60s
21 Sep 2017
This sleb-heavy ad for Capital FM demonstrates that some people really are up for anything... if you put a camera on them. Relentlessly upbeat host Roman Kemp inserts himself into various odd scenarios with stars - including a teddy bears' picnic with Ed Sheeran and a sparkly game of darts with Katy Perry - under the guise of pitching them as features. Back to the drawing board, Roman.

Capital FM
"Blow Your Mind"
30s
13 Oct 2016
Capital FM have sensibly ditched the round robin of awkwardness in favour of a more dynamic approach. But it still feels like advertising that's been made rather than created and there's little here to persuade anyone to bother tuning into a radio station which now has to compete with streaming services, vast libraries on mobile phones, and so on.

Capital FM
"Liverpool Launch"
30s
9 Feb 2016
This rather painful spot features various mainstream pop luminaries telling us to check out Liverpool's new music station, Capital. We don't know if the soundbed is a track recognisable to da yoof but it sounds like 70s library music, and the graphics don't appear to be any more sophisticated either.

Capital FM
"Turn It Up"
30s
4 May 2015
Oh dear... this could have been really punchy: after all, it features the very artists who Capital's audience seem to love. But it's strangely stilted. The script - which depends on the various musicians' delivery for smoothness of flow - has great big sagging gaps, and they appear too disconnected from each other to have any dynamic impact. A missed opportunity.

Capital FM
"Cheryl & Co"
30s
20 Aug 2012
Cheryl Cole and other music stars prance around in a studio and declare their love for the advertised radio station. Capital have been using this format for a long time now and it's no more tired now than it was the very first time they used it... and there's two ways of interpreting that.

Capital FM
"Jesse & Co."
30s
6 Jan 2012
Music stars and DJs combine to deliver he news that Capital is London's number one "hit music station" leaving DAVID with the distinct impression that an 's' went missing at a crucial moment while the script was being written. Nonetheless, we have to concede that we're not the target market for this one and admit that if we recognised any of the participants, it might have more meaning for us.

Capital FM
"Endorsements"
60s
5 Jan 2011
An amazing line-up of people DAVID doesn't recognise step up to the plate to speak on behalf of the London radio station. Each of them appears to believe that they owe their entire career to air time on Capital and, who knows, perhaps they do.

Capital FM
"Wembley Stadium"
30s
9 May 2010
At Wembley Stadium, the organisers of the Capital FM Summertime Ball celebrate as they secure some of the biggest names in popular music. Apparently, the event is sold out so if you want to be there, you'll have to win a competition on the radio station.

Capital FM
"The Jingle Bell Ball"
30s
2 Nov 2009
Capital Radio are hosting a pair of big Christmas concerts at the O2 arena and this ad tells us that it's sold out and that the only way we can get tickets is to win them via the radio station. Johnny Vaughan sounds like he either has a cold or is back to his old tricks.

Capital FM
"Summertime Ball"
30s
11 May 2009


Capital FM
"Surround Sound"
30s
12 Mar 2007
The jaunty music of Capital FM will have you fairly bouncing through your day as demonstrated this ad which is shot from the point of view of a listener. Not only does his view of the World bob up and down in time to the music, inanimate objects in his eye line are similarly afflicted.

Capital FM
"Calling Out"
30s
16 Sep 2005


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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.