The BBC Radio 5 Live TV ads will be created each day and aired the same evening to reflect the station's daily content, including news, sports and topical issues.
The campaign is the first RKCR/Y&R has created since being reappointed to the BBC's £20m advertising roster alongside Karmarama, earlier this month.
Launching this evening (21 March), the ad will feature the station’s new strapline "Straight to the heart of things".
A dedicated production team based in the station's studios will capture the best on-air moments as the day unfolds. A trail will then be filmed, edited, colour graded, sound edited, and aired the same evening.
The campaign is being directed by Bafta award winner Dominic Savage. Damon Collins is the executive director on the ads, while Jerry Hollens is the art director. Mike Boles is the copywriter on the ads, and they will be produced by Ella Littlewood at Red Bee Media.
Ann Farragher, BBC Radio 5 Live's head of marketing, said: "The sheer range of things 5 Live covers expertly everyday is staggering. The way we interact with our audience is unique. And we manage to have fun along the way.
"We want to try and capture a small part of that and show it off to a big audience."
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