Sex at sea - it's all good?

In a first for a Cape Town radio station, Good Hope FM launched its television and cinema commercials this month, and they're already causing a stir. Shot on a fishing trawler off the coast of Cape Town, the commercial plays with the notion that things are not always as they seem and encourages viewers to take a closer look at Good Hope FM.

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On the boat is a host of scantily clad women carrying out different ship duties, in tune with the 60's hit, 'Lollipop'. In the surreal midst, we find the only man on the ship, being tattooed just above his waist with the Good Hope FM pay off line, 'It's All Good'.

"Our main aim with this advert is to position Good Hope FM as a sexy, stylish, music-driven brand. This commercial undoubtedly captures this sassiness in a way that we hope will create a lot of talk about the station while encouraging people to take a fresh look at Good Hope FM," comments station manager Helen Graham.

The commercial was created by Net#Work BBDO, with the vision of challenging stereotypical perceptions of Cape Town.

Adds Riedwaan Hassiem, Good Hope FM marketing manager: "Everyone has a different picture in their minds of who they think the Good Hope FM market is. This commercial is a very classy, tongue-in-cheek attempt to get people to tune in to Good Hope FM and make up their own minds."