Classic FM's New TV Ad Campaign: Bringing Classical Music to a New Audience

Classic FM has launched a brand-new TV ad campaign to highlight its position as the UK’s most popular classical music station. The campaign, titled “You May Not Know The Name, But You Will Know The Music,” is designed to remind audiences how ingrained classical music is in daily life, and how it can evoke powerful emotions and memories. Produced in-house by Global, the Media & Entertainment group behind Classic FM, this marketing initiative brings classical music to the forefront in a way that appeals to both long-time fans and newcomers alike.

The Concept Behind the Campaign: Classical Music in Everyday Life

At the heart of the campaign is the idea that classical music is more embedded in popular culture than many people realize. From iconic TV shows to major sporting events, the music that most people are exposed to daily often has its roots in classical compositions. The ad focuses on illustrating this point by highlighting famous moments in television, film, and sports where classical music plays a pivotal role.

From UEFA Champions League to The Apprentice

The ad features recognizable moments such as the opening of the UEFA Champions League football matches, where Handel’s “Zadok the Priest” is traditionally played, and the dramatic boardroom scene on The Apprentice, which is soundtracked by Prokofiev’s “Dance of the Knights.” These examples demonstrate how classical music is not just for concert halls, but also resonates with people during key moments in popular culture.

By showcasing these instances, the campaign conveys that whether viewers know the composer’s name or not, they’re familiar with the music, which has been used in high-profile media and cultural moments.

A Multichannel Approach: TV, Outdoor, and Cinematic Ads

To ensure the message reaches a broad and diverse audience, Classic FM's new campaign will be presented across multiple media channels, with the TV ad set to air during ITV’s primetime slots and the Six Nations rugby game. The ad will also make its way to Odeon cinemas across the UK, where it will be shown on the big screen, further enhancing its reach to audiences outside the home.

Amplifying the Message: The Nationwide Outdoor Campaign

In addition to the TV and cinema ads, the campaign will be amplified through a nationwide outdoor advertising initiative. Global, the parent company of Classic FM, will use its large-format roadside screens and London Underground displays to feature a series of bold and humorous adverts. These adverts will be strategically placed in locations where commuters and pedestrians can easily engage with the content. The goal is to catch the attention of busy city-dwellers and bring the message of how deeply classical music has permeated popular culture to a wide audience.

Contextual Media Placement for Maximum Impact

The outdoor ads will also incorporate contextual media placement, making them not only eye-catching but also relevant to their surroundings. For example, commuters on their way to work may see an ad that evokes nostalgia or makes them smile, all while promoting the connection between everyday moments and timeless classical music.

The Vision Behind the Campaign: Connecting with a New Audience

According to Simon Barnabas, Global's Managing Director of Marketing, the campaign is a reflection of Classic FM’s ongoing commitment to making classical music more accessible and relatable to new mainstream audiences. The ad emphasizes the familiarity and emotional power of classical music, showcasing how it can transport listeners to memorable moments in their lives.

“We’re excited about this campaign because it taps into something everyone can relate to—how certain pieces of classical music make us feel and remind us of moments in our lives,” Barnabas said. “It’s not about knowing the composer; it’s about the emotional connection.”

Bridging the Gap: Classic FM's Welcoming Approach

Classic FM’s vision extends beyond simply showcasing classical music; it’s about inviting all audiences, regardless of their prior knowledge or experience with the genre, to appreciate its power and beauty. The station prides itself on playing the most popular and recognizable classical music from the past 500 years.

By inviting new listeners to experience the magic of classical music, Classic FM hopes to inspire curiosity and emotional engagement. Whether listeners are seasoned fans or newcomers, Classic FM’s message is clear: “You may not know the name, but you will know the music.”

Making Classical Music Accessible for Everyone

Classic FM’s new campaign aims to break down barriers and eliminate the perceived elitism that often surrounds classical music. By focusing on music that people already recognize and enjoy, the campaign makes classical music more approachable. For many, this could be the first step toward exploring more works in the genre and understanding its lasting influence on various forms of media.

Why the Campaign Matters: Classical Music’s Role in Culture

Classical music has had an enduring impact on modern culture, shaping everything from film scores to advertising jingles. Its versatility and emotional resonance make it a timeless form of art that connects with listeners in unique ways. The new Classic FM campaign taps into this cultural relevance, celebrating the music that has shaped some of the most iconic moments in history.

Whether it’s a sports broadcast, a movie trailer, or the theme music for a reality show, classical music has become a cornerstone of entertainment. By reminding audiences of its ubiquity, Classic FM reinforces its commitment to bringing the genre to life in a way that’s accessible, inviting, and fun.

The Future of Classic FM and Its Campaign Strategy

Looking ahead, Classic FM’s new ad campaign is designed to continue drawing positive attention and attract even more listeners throughout 2025 and beyond. With the mix of TV, outdoor, and cinema ads, the campaign is set to make classical music a central part of contemporary media conversations.

Ultimately, this campaign is about celebrating the power of music—and especially classical music—and its ability to evoke powerful emotions and memories in everyone, regardless of their background or familiarity with the genre.

Final Thoughts: A New Chapter for Classical Music

This striking, thought-provoking campaign by Classic FM is not just about the station itself but about the greater role that classical music plays in shaping the cultural landscape. It serves as a reminder that classical music is not a niche art form for a select few, but a universal part of life that resonates with all audiences. With its mix of humor, emotional resonance, and universal appeal, the “You May Not Know the Name, But You Will Know the Music” campaign is set to redefine how classical music is viewed by modern audiences.

By breaking down barriers and inviting everyone to join in the experience, Classic FM is paving the way for a future where classical music is enjoyed and appreciated by a much broader audience than ever before.