The UK station, the brainchild of the station controller Wilber Wilberforce, formerly of Kiss FM, launched last Friday evening. Playing hip hop, UK garage, R'n'B and drum and bass, Fallon's campaign will position 1Xtra as synonymous with street culture and the music it plays.
It aims to capitalise on the multicultural carnival atmosphere of the nation's biggest celebration of black music and culture.
The TV spot, directed by Nick Gordon at Academy, features slices of everyday street scenes with snatches of street music that replace the normal sounds and dialogue of contemporary UK life.
The poster campaign also features street scenes with everyday signs and street furniture altered to read as track titles from the station's playlist.
In one ad, the song title Big Tings A Gwan replaces a normal street sign.
Television media is done in-house at the BBC, with outdoor activity through PHD.
The posters will run around the Notting Hill Carnival, on all available Underground poster sites across four-sheet, six-sheet, 16-sheet and 48-sheet posters, plus escalator and stairwell panels and railway bridge banners at local tube stations. The campaign will run until September.
The campaign was written by Rob Potts and art directed by Andy Jex. Photography was by Ernst Fischer.
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