The campaign, which kicks off on Monday (30 August), will highlight how the breakfast show differs from its rivals.
The ad, created by Albion London, will feature presenters Christian O’Connell, Frank Skinner and Dave Gorman in their unwashed, unshaven, breakfast morning state.
Booked by MEC, the national ad will focus on digital, backlit and scrolling 48-sheet outdoor media in London.
Absolute Radio increased its weekly reach period on period for the first time since its rebrand from Virgin Radio in 2009, according the latest Rajar results. The station had an average weekly reach of 1.587 million listeners, down 6.2% year on year, but up 13.2% quarter on quarter.
The total number of hours for Absolute Radio increased to 11.8 million in the second quarter, up 4% year on year and 6.5% quarter on quarter.
Listeners to the breakfast show also increased, up 12.1% quarter on quarter, attracting 908,000 listeners.
The ad follows the first ‘Face for Radio’ campaign, which launched in March.
Clare Baker, Absolute Radio's marketing director, said: "Our breakfast line-up of comedic talent is second-to-none, but they are still just ordinary blokes.
"This campaign highlights this and brings the realness to life. Other stations show their DJs as smiley, airbrushed, sunshine happiness, but Absolute Radio isn’t like that – this is more honest and more real."
