AI-powered animated campaign for Morning Glory with PJ & Jim to air across TV, cinema, and digital platforms as part of €200,000 marketing investment.
Radio Nova has today announced the launch of an ambitious, new, €200,000 advertising campaign for its hit breakfast show, Morning Glory with PJ & Jim, which reigns as the #1 breakfast show in the competitive Dublin market. The campaign marks an Irish first for radio advertising with AI-generated animated versions of the popular radio hosts that will be broadcast across television, cinema and social.
Launching this Thursday, 18th June, across Virgin Media Television, the Sky network, and cinemas nationwide via Pearl & Dean, the campaign sees presenters PJ Gallagher and Jim McCabe transformed into animated talking eggs in a new creative series entitled ‘A Pair of Mad Yolks’.
The first advert in what will become an ongoing series was inspired by the overwhelmingly positive public reaction to Radio Nova’s recent outdoor campaign, which featured PJ and Jim reimagined as boiled eggs. The team behind the campaign decided to take the concept one step further and bring the duo to life on screen. To capture the authentic mayhem of the presenters’ relationship, PJ and Jim recorded improvised material in studio sessions. Utilizing recent advances in AI technology, the animation was then produced in-house by Irish ad agency Bloom Advertising. The result is a fast-paced animated advert featuring the duo in egg cups, visually capturing the comedy and chaos of their morning show.
This campaign represents the latest bold marketing move from Radio Nova, which has built a reputation for innovative audience engagement and recently cemented its position as the most popular music radio station in Dublin and the wider Commuter Belt region.
“At Radio Nova we have always believed in pushing creative boundaries and staying ahead of the curve when it comes to how radio brands engage with audiences. This campaign is unlike anything currently happening in Irish radio advertising and demonstrates how innovation, humour and strong branding can combine to create something genuinely memorable. PJ & Jim have an extraordinary on-air chemistry, and this campaign captures their energy perfectly in a way audiences simply will not expect. Every time I watch the commercials, I spot a new visual joke or subtle detail. They really has to be seen to be believed”, said Kevin Branigan, CEO & Programme Director of Radio Nova.
“I didn’t think it was possible to make us look any weirder than we do at six in the morning, but here we are. It’s totally surreal. You think you’ve made it in showbiz, and the next thing you know, you’re an egg shouting at people on their phones, during the ad breaks and before the movie. We are mad yolks personified! It’s completely overwhelming, but I love it”, said PJ Gallagher.
Jim McCabe added: “It really is the perfect representation of the show; complete and utter chaos, boiled down to 20 seconds. Plus, the animated egg is definitely better dressed than PJ usually is!”
“Bringing the pure audio energy of PJ & Jim into a visual medium was a unique and exciting challenge. By leveraging new AI animation tools, we were able to quickly and effectively translate their rapid-fire banter into highly expressive, animated characters. It’s an exciting new frontier for radio advertising in Ireland and allowed us to execute a highly creative concept entirely in-house,” said David Quinn, Founder & Business Director at Bloom Advertising.
The “A Pair of Mad Yolks” campaign launches Thursday, 18th June 2026, across television, cinema, digital, and social platforms nationwide.
Morning Glory with PJ & Jim airs weekdays from 6am – 10am on Radio Nova and is the #1 breakfast radio programme in Dublin.
