The second spot features drive-time DJ Scott Mills dressed as a King Arthur-style knight complete with chainmail and sword, dramatically emerging from a misty swamp. In the Chris Moyles spot, the breakfast show DJ can be seen mounted on a rearing horse to strains of Kings of Leon's Sex on Fire. And in the fourth and final spot, morning DJ Fearne Cotton is seen in a colourful geisha-inspired costume having jelly thrown at her to the strains of Lady Gaga's Pokerface.
Lead Flame, Wes, said: "The initial treatment was to create 'beautiful' and 'exciting' shots but not including or showing the set, concentrating on the VFX and keeping the shot and angle tight. We then developed wider shots allowing the viewer to see the actual set and giving them a 'behind the scenes' look, which helps give each ad another dimension."