With the strapline "Five million do it, do you?" - following last week's news that five million DAB radio sets have been sold in the UK - the advert will echo the BBC's effort which asks "Do you do digital?"
Up to 100 commercial radio stations will carry the ads in the hope that the promotion of digital on BBC and commercial channels will give a significant boost the sale of DAB radio sets.
Created by Radioville with planning by Initiative the adverts, which launch on 2 July and run for six weeks, feature a series of unscripted vox pops in which people talk about their DAB experience.
A series of full-page advertorials will also be placed in major regional daily newspapers, with similar trade ads targeting electrical retailers.
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