95.8 Capital FM just send me this on Twitter – the new advert for the newly relaunched Capital Breakfast Show. It’s a variation of their music brand video – but as well as the core artists they play, it also features the new breakfast show hosts. And the artists they play are all “endorsing” up breakfast and the presenters.

Earlier in the day, someone shared a link to the updated TV advert for the rest of the Capital FM network. And as before, there are regional variations for the different markets.

What I like about both of these is the consistency. They are updated versions of the advert they used last year to promote the launch of the Capital FM network. I wrote about that last January. They have taken a seemingly simple idea and they have stuck with it – adapting it and freshening it up – but not tempted to change it or go for something new.

It’s pretty rare in marketing for brands to have the bottle to keep things consistent – there are always tweaks, whether to a logo or a creative idea. Strong, simple ideas always work well. Just look at the ad campaigns for Go Compare or We Buy Any Car Dot Com. Whilst they may be annoying, they are annoyingly catchy.

What the team at Global have done is take an idea that imprints the names of the artists at the centre of everything they do. They use them to endorse the station. They use them to promote their big events. And they now have used them to promote their biggest show. And judging by what I heard this morning, this show aims to be a big hitter. The mix of music, humour and energy was pretty much perfect this morning. News was punchy, travel was quick and on target. And they had the fastest “Pay Your Bills” execution I’ve ever heard anywhere.

Boom! – the breakfast wars are back on..!

Related articles

• Dave Berry to take over from Johnny Vaughan as host of Capital FM breakfast (independent.co.uk)
• Johnny Vaughan leaves Capital FM (guardian.co.uk)
• Johnny Be Good (and his Jingles weren’t that bad either) (jamesstodd.com)