As part of a six-figure campaign, cinemas in the station areas will run 60-second spots from Friday and a three-minute version will be spread via viral emails to drive people to Xfm's .
Mother has built on its previous poster campaign, which showed babies dressed as Xfm artists such as Pete Doherty and The Magic Numbers, with the documentary-style film, which features three- to eight-year-olds working at Xfm and at the live events it puts on.
This footage is combined with to-camera interviews with a number of musicians and Xfm DJs talking seriously about the "Xfm kids" and how valuable they are to the station.
They include bands Hard-Fi and Embrace, Xfm London drivetime DJ Richard Bacon and Elbow front man and Xfm Manchester DJ Guy Garvey.
Richard Mintz, marketing director at Xfm, said: "Xfm champions new music, but it's our irreverent and humorous delivery that makes us stand out from the crowd."
Mark Waites, creative director at Mother, said: "The Xfm posters featuring babies as famous rock stars had gone over quite well so it seemed like a good idea to capitalise on the parallel drawn between new music and youth. Another Xfm standout is that they play a lot of guitar-based music, so children as roadies seemed like a natural fit."
The push comes in the same week that the station recruited a new programme director to replace five-year veteran Andy Ashton, who left last week. Adam Uytman has joined from Emap station Kerrang! West Midlands.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
