The ads will run for one month from February 3 and aim to widen the station's audience, as well as drawing attention to its image as a place to hear alternative rock and pop.
The tone of the ads, created by Quiet Storm, are described by Capital as "conveying the irreverent and self-deprecating sense of humour" the station is renowned for.
In the Rajar figures released today, Xfm's breakfast show, hosted by O'Connell, remained in place as London's 12th most popular radio station.
Quiet Storm creative director Trevor Robinson said: "The creative brief set by Xfm for a new poster campaign was a formidable task to crack. We were faced with having to develop a brand-building campaign that also had to sell the individual presenters that Xfm are now heralding; Zoe Ball, Christian O'Connell and Ricky Gervais."
He added: "All have very different qualities and expectations, but I think the team managed to bring to life a campaign that we believe will prove to be exciting and rewarding for everyone."
The campaign comprises eight creative executions that will run across almost 9,000 poster sites, on 16-sheet and six-sheet posters and tube cards.
The choice of the presenters in the campaign will no doubt make the ads more effective as they have each enjoyed high-profile status in recent times.
Ball has been splashed across the UK tabloids for having an affair and splitting up with husband Fatboy Slim, aka Norman Cook, after just three years of marriage.
Breakfast show presenter O'Connell is set to front a TV show on Five replacing Chris Moyles, while Ricky Gervais has been in the limelight in recent months, because of the growing popularity of his hilarious hit comedy show 'The Office'.
Xfm head of marketing Charlotte Soussan said: "This is the first time we have used our DJs to raise the profile of Xfm on such a great scale. Christian's profile is going to increase dramatically in the next couple of months with his new Five show. Zoe and Ricky are celebrities in their own right, so it's a case of letting people know they can hear them live on Xfm every week."
Media was bought by Meridian and the communications agency for the campaign was Michaelides & Bednash.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpeg)
