Breakfast radio's TV ads shock viewers awake

It is the first time that TV advertising have been produced to promote a specific show on SA's premier youth radio station; and this is also the first ever show-specific TV ad for South African radio, according to 5FM.

"One small step for radio management... one giant leap for our audience! These spots offer conclusive proof that our listeners, the most dangerous in the world, are the true stars of the show," says Mark Gillman.

The intention behind these ads is to visually reflect what the Gillman-team has become legendary for on radio - radio pioneered what reality TV and shows such as "MTV's Jackass" have only started doing recently.

SABC TV viewers should brace themselves for the first ad from the series, which currently airs on all three channels. The concept entails the Gillman-team being let into a listener's house by his family (without the listener's knowledge) to the tune of "The Saints Go Marching In" and then literally blasting the "victim" out of bed.

Each of the ads from the series will feature a different scenario, each one giving a listener a unique wake-up call they've never experienced before. Gillman is currently calling on listeners to submit details of friends, family or partners for future pranks. Information on the concepts for the other ads is a well-kept secret in order to maintain the surprise element.

Director Justyn Davies from AMP Commercials is directing these fresh new ads for Net#work BBDO, 5FM's advertising agency: "I got a serious kick out of sneaking into a victim's room - all asleep, completely unaware as to what is about to happen. We planned it down to the last 'T'. Infrared cameras here, gimp-band there, this dude on the light switch and, action! The only thing left to chance was our victim's reaction. The ads are really cool, each one has its own magical element that ties in with what Mark sets out to achieve each day on the radio."

The Mark Gillman Breakfast Show on 5FM is broadcast between 6am and 9am on weekdays. Reuben Goldberg is the newsreader for the show, with Bo "Black" Moseneke reads the sports news. Catherine and Dangerboy complete the team, with The Prophet as producer.