Digital Radio UK unveiled the spoof animated character that would lead the campaign to encourage consumers to go digital – a medallion-wearing 1970s soul singer called D Love.
The 15-inch puppet, described as a “smooth soul man”, is set to appear in advertising across BBC and commercial TV and radio from mid-November.
The D Love campaign has come as part of a larger £10 million two-year campaign by Rainey Kelly Campbell Roalfe/Y&R, which began with a range of ads last year.
Ford Ennals, chief executive Digital Radio UK, said the new campaign was "really refreshing and I absolutely think it's going to break through".