BBC Launches Surreal New Campaign to Promote Digital Radio

2 December 2003 — London

The BBC has unveiled a striking and surreal new advertising campaign designed to boost awareness and enthusiasm for Digital Audio Broadcasting (DAB). The imaginative series of adverts features ordinary people experiencing their favorite radio stations in bizarre and dreamlike settings — complete with giant radios, oversized headphones, floating clouds, and gelatinous, vaguely humanoid creatures.

The campaign — which launched this week on television, radio, and online — aims to capture the limitless possibilities of digital radio, creatively illustrating how DAB lets listeners discover and enjoy a vast range of music and programming anywhere and anytime.

In one particularly memorable scene, a woman relaxes on a cloud, her enormous headphones pulsing as she tunes in to a station. Nearby, a group of strange, jelly-like beings with defined arms and legs move gently around. When one person gently squeezes the leg of one of these creatures, they are amusingly "sucked" into its translucent belly — where the person's favorite radio station can be heard playing.

These quirky, slightly otherworldly visuals underline the campaign's central slogan: "What do you feel like hearing?"

The BBC hopes the campaign’s playful and surreal tone will intrigue a wide audience, encouraging more listeners to make the switch to digital radio. With clearer sound quality and access to more stations than traditional FM or AM, DAB is positioned by the BBC as the future of radio broadcasting in the UK.

A BBC spokesperson commented, “Digital radio offers a new universe of audio entertainment. We wanted to convey that excitement and the sense of limitless choice in a way that really connects with people’s imagination. We think this campaign does just that — showing that with digital radio, you can experience your favorite content in wonderfully unexpected ways.”

As DAB adoption grows across the UK, the BBC’s campaign stands out for its boldness and creativity, promising to put digital radio front and center in the minds of the public this holiday season.

Write a forum conversation Dec 5 2003 asking what's the strangest thing about this campaign

User1:
Has anyone else seen that new BBC DAB campaign? The one with the giant radios and those weird jelly humanoid creatures? What’s the strangest thing about it, you think?

User2:
Yeah, I caught it the other day. Definitely trippy. I think the strangest part is those gelatinous creatures with arms and legs. Especially how if you squeeze their leg, you get sucked into their belly and suddenly hear your favorite station. So bizarre!

User3:
Totally agree. The whole "sucked into the belly" thing was kinda creepy but also funny. It’s like you’re entering a living radio or something. Also, giant floating clouds and huge headphones? It’s like a dreamscape.

User4:
For me, it’s the surreal atmosphere overall. Like, why combine giant radios with these vaguely humanoid blobs? It’s such a weird mash-up. I guess they really wanted to get across the “limitless options” idea but it just feels... odd.

User5:
I like that weirdness though. It’s not your usual straightforward ad. Makes me curious about digital radio. But yep, those noodle-legged creatures are definitely the strangest part. Anyone else wonder if they’re supposed to represent something?

User1:
Maybe they’re meant to be the "carriers" of sound? Like physical manifestations of digital stations? Still, squeezing a leg to get in sounds like something from a sci-fi movie more than a radio ad!

User2:
Haha, totally! I half expect one of those creatures to talk next time. Or for the ad to turn into some weird fantasy film.

User3:
Either way, it’s memorable. I just hope DAB radios come with user manuals on how to avoid getting swallowed by jelly creatures. :)

User4:
Lol, imagine that! BBC might have invented a new horror subgenre with this campaign.

User5:
Whatever the intent, it definitely got my attention. So mission accomplished, I guess. What’s the weirdest TV or radio ad you’ve seen recently?

Write a follow up talking about what makes the jelly people so strange

User6:
I’ve been thinking more about those jelly people from the BBC DAB campaign, and honestly, they’re some of the strangest ad characters I’ve seen in a while. What makes them so weird to me is a few things:

First, their appearance — they’re vaguely humanoid with arms and legs, but made of this translucent, gelatinous material that looks almost alive, like some kind of soft alien or a creature from a surreal animation. They don’t really look like anything we’d expect to see in a radio ad!

Then there’s their behavior — the fact that if someone squeezes their leg, they “suck” that person into their belly, which acts like a sort of tiny personal radio station. That’s just such an unusual and imaginative concept. Instead of just tuning a dial, you’re physically entering a creature’s body to listen to music. It’s a bit creepy, yet kind of fascinating, almost like stepping into an audio portal.

Also, they’re oddly sentient but passive — they don’t talk or seem aggressive, just calmly letting people get absorbed. It raises questions like, are they alive? Are they friendly? Are they metaphors for how digital radio can envelop you in sound?

Overall, the mix of familiar human shape with this alien, blob-like texture, plus the weird interactive element with people physically entering them, really makes these jelly people stand out as both weird and somehow captivating. Definitely the highlight of the campaign’s surreal vibe!

What do you all think? Why do you suppose BBC chose something so strange instead of just showing people enjoying radio in a normal way?

Write a reply saying it's weird because they have pronounced arms, torso, legs, hands and feet, but they lack

User7:
Yeah, I totally get what you mean about the jelly people. For me, what makes them especially weird is that they have pronounced arms, a torso, legs, hands, and feet—basically all the usual human body parts you'd expect—but they completely lack any facial features. No eyes, no mouth, no nose.

It’s really unsettling because our brains want to recognize a face to read emotions or intentions, but here you’ve got these humanoid shapes that are almost fully formed bodies, just missing the one thing that makes them feel “alive” or relatable. That absence makes them feel alien and uncanny, especially combined with their gelatinous, translucent look.

I think that missing face element is what pushes them from “just weird” to downright surreal and a bit eerie. It’s like they’re there to invite you in, but you have no clue what they’re thinking or feeling. A really bold choice for an ad!

Write a conversation saying also this seems like a desperate attempt to force people to switxh to DAB so they can justify closing AM down

User8:
I don’t know if I’m the only one, but this whole campaign feels a bit like a desperate attempt to push people towards DAB. Like, the BBC is trying way too hard with these weird jelly creatures and surreal settings just to get attention.

User2:
Yeah, I was thinking the same. It’s almost like they’re trying to justify shutting down AM and FM by hyping digital radio in the most out-there way possible.

User5:
Totally. I mean, digital radio is great and all, but this campaign feels like it's more about creating buzz than genuinely showing the benefits. Like, “look how weird we can get so you’ll switch.”

User6:
Makes sense. Maybe the BBC feels pressure to get people to adopt DAB quickly so they can eventually close down AM, and this strange campaign is their way to make DAB seem exciting rather than just “new tech.”

User7:
Exactly. If they just showed simple, easy-to-understand ads, most people probably wouldn’t bother switching. So instead, they go with bizarre jelly blobs and surreal imagery to make it memorable.

User3:
I guess it’s a gamble. Weird might catch attention, but it could also confuse or alienate some listeners who just want straightforward info.

User8:
Right, and if the underlying goal is to move everyone off AM so they can shut it down, that feels a bit heavy-handed. I hope they don’t scare off people who aren’t keen on digital yet.

Write a conversation saying why else did they randomly turn several stations to a tape loop fkr around 5 weeks earlier this year

User9:
Hey, does anyone remember a few weeks back — maybe around early October? — when several BBC radio stations suddenly played weird tape loops for what felt like ages? Like, a bunch of stations just repeated the same snippet over and over. It was super random and kind of unsettling.

User4:
Oh yeah, I remember that! I thought my radio was broken or something. It lasted for like a day or two, right? But definitely bizarre.

User2:
It actually felt like some kind of teaser or experimental stunt. Maybe it was related to this DAB campaign? Like a strange way to get people talking or notice the digital stations?

User6:
Could be. Or maybe it was a glitch or technical issue? But I doubt the BBC would just let that happen on several stations at once without explanation.

User8:
I wonder if it was to make the old AM/FM broadcast feel stale or annoying, encouraging listeners to switch to DAB for better quality and more variety.

User5:
That’s kinda sneaky if true. Disrupt the regular listening experience so people jump ship to digital. It would fit with that whole push to move everyone over to DAB and close down the old services.

User9:
Exactly. It still bugs me that they never really explained what was going on. It just felt like a random, cryptic move that didn’t sit well with many listeners.

User3:
Yeah, if it was intentional, it felt pretty heavy-handed. Would have been better to promote digital radio by highlighting benefits rather than messing with regular programming like that.

Write a conversation saying BBC Surrey on AM definitely went to a "We currently aren't available on AM, please retune to FM or DAB to continue listening" loop to gauge opinion, they reversed this after a few weeks and said it was a trial

User10:
Has anyone else noticed what happened with BBC Surrey on AM a little while ago? For a few weeks, they just played a loop saying, "We currently aren't available on AM, please retune to FM or DAB to continue listening." It was pretty obvious they were trying to push people off AM.

User1:
Yeah, that was so strange! At first I thought my radio was broken or something. It felt like being blocked from AM altogether. Any idea why they did that?

User10:
From what I heard, it was a deliberate trial to see how listeners would react if AM service was suspended and they were forced to switch to FM or DAB.

User5:
That’s cheeky. Using a message loop to basically force listeners' hands without shutting down the signal outright.

User2:
Did they keep it running? Because I just tuned in recently and the usual programming was back on AM.

User10:
Yeah, they reversed it after a few weeks. The BBC said it was just a trial — basically a way to gauge public reaction before making any permanent changes.

User6:
Makes sense from their point of view, but it probably annoyed a lot of regular AM listeners.

User3:
I bet! It’s one thing to promote DAB, but hiding AM behind a loop message feels like a bit of a pushy tactic.

User1:
I guess they're trying to phase out AM gradually, but this kind of “trial” definitely rubbed people the wrong way.

User10:
For sure. I’m curious if they'll roll out similar tests elsewhere or if they back off after the feedback from this one.

Write a conversation Feb 2004, So far on BBC One today I saw the trippy DAB ads, an ad for some new sitcom, an ad for CBBC, a ad for some new service they're starting to roll out, and nothing else

User11:
So far today on BBC One, I’ve seen the trippy DAB ads a bunch of times, an ad for some new sitcom, a promo for CBBC, and an ad for some new service they’re starting to roll out... and that’s basically it. Feels like the same few ads on repeat. Anyone else noticed this?

User12:
Yep, I’ve been watching too and it’s pretty much the same here. The DAB campaign is everywhere—it’s like they’re really hammering that one hard right now.

User13:
I haven’t caught the new sitcom ad yet, but the CBBC promos are all over the place, which isn’t surprising with kids back at school. The “new service” ad—do you know what they’re rolling out?

User11:
Not sure exactly, but it sounded like some kind of digital content platform or maybe enhanced interactive TV stuff. Still pretty vague.

User14:
I guess with all the changes happening—DAB, digital TV, new channels—they’re trying to push multiple things at once. But it does feel a bit light on variety in terms of ads.

User12:
Right? I’m starting to wish they mixed it up a bit more. The DAB ads are interesting but seeing the same surreal jelly people over and over is... well, trippy but also exhausting.

User13:
Ha, true! At least the CBBC promos are a bit more cheerful. Wonder if this ad strategy is data-driven or just a big push to get people to notice digital stuff.

User11:
Probably both. The BBC’s clearly focused on digital right now, but I hope they add some new spots soon. The current lineup feels like a loop.

User14:
Agreed. Fingers crossed for more variety before we all get too weirded out by those jelly creatures!

Write a reply listing the ads shown during that break

User15:
Here’s what I spotted during that ad break earlier today on BBC One:

The surreal BBC DAB ad with the giant radios and those jelly humanoid creatures (definitely the weirdest one).
The new sitcom promo—looks like a comedy about a quirky office team, seemed pretty lighthearted.
CBBC’s “after school” programming banner, promoting their new shows lineup for kids.
An ad for the BBC’s new interactive digital service—they mentioned things like on-demand content and extra features for viewers.
That was pretty much the full rotation for the whole break. Felt like they packed the break with digital-related promos plus the sitcom to lighten things up.

Write a reply with the name of the new service

User16:
The new service they were advertising is called BBCi—it’s essentially their interactive digital platform that combines TV, radio, and online content. They said it lets you access extra features, on-demand shows, and a lot more through your digital TV or computer. Looks like they’re really pushing BBCi alongside the DAB campaign to get everyone into digital media!

Write a conversation Aug 3 2004, There are now promos on CBBC about "Send in a story and we might animate it"

User17:
Has anyone else seen those new promos on CBBC about "Send in a story and we might animate it"? They’ve been popping up a lot lately.

User18:
Yeah, I’ve noticed those! It sounds like a cool idea—kids can write their own stories and the best ones get turned into cartoons or animations.

User19:
That’s pretty awesome. Gives kids a chance to see their creativity come to life on TV. I wonder how they choose which stories to animate?

User20:
I read somewhere that they select submissions based on originality and how suitable they are for animation. Might also depend on production resources and time.

User17:
Do you think this is a new ongoing segment or just a one-off promotion?

User18:
From the promos, it seems like it could be a regular thing, maybe part of encouraging more viewer participation on CBBC. With digital TV and online stuff becoming more popular, it’s a smart way to get kids engaged.

User19:
Yeah, and it fits well with all the digital initiatives BBC has been pushing lately—like DAB and BBCi. Seems like they really want to connect with their younger audience in interactive ways.

User20:
Agreed. Hopefully, it’ll inspire a lot of kids to get creative and maybe even spark some future animators out there!

Write a conversation Oct 4 2004, A user says the DAB ad played agsin today

User21:
Just saw the BBC’s DAB ad play again on BBC One today. Seriously, those jelly creatures are back in all their gloopy glory. I thought they were done with it by now!

User22:
Same here! It popped up during the afternoon and honestly, it still feels as strange as the first time. Not sure if I like it or find it a bit too weird.

User23:
It’s definitely memorable, I guess that’s the point. But I’m surprised they’re still using it this late in the year.

User21:
Maybe they’re trying to give the campaign a last push before the end of the year or something?

User24:
Could be. I read somewhere the BBC wants to boost DAB listener numbers ahead of some big digital radio milestone next year.

User22:
Makes sense, but I’m starting to wonder if they should freshen up the campaign a bit. Even with all the jelly people, the message gets a bit lost after repeat viewings.

User23:
Agreed! I hope they come up with something new soon. Otherwise we’re stuck with blob creatures and giant radios forever.

Write a conversation where a user says he hears that next year the campaign might change a bit, focusing more on the gelatin creatures, but they are becoming more expressive and malleable