The ads refer to the fact that 5m sets have already been sold in the UK, with the strapline "Five million do it, do you?".
The campaign takes the form of vox pops featuring real people talking about the benefits they get out of DAB, and each execution is introduced by 'Lock, Stock and Two Smoking Barrels' actor Jason Flemyng.
The ads will run on more than 100 commercial radio stations and there are more than 30 different executions.
The campaign will also run in the press, with full page advertorials in major regional daily newspapers and trade ads targeting electrical retailers.
Media planning and buying is by Initiative.
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