F-word ads for Liverpool station's launch

This article was first published on guardian.co.uk on Tuesday January 22 2008. It was last updated at 12:09 on January 22 2008.

Emap's Liverpool radio station City Talk will launch next week with an ad campaign highlighting one of its presenter's four-letter outburst on rival radio station, BBC Radio Merseyside.

Former Brookside actor Simon O'Brien, who will present the Saturday morning show on the new station, resigned from the BBC station after accidentally letting slip a string of expletives on air.

O'Brien, who played Damon in the Channel 4 soap, was heard during a pre-recorded trail during his BBC show saying "fuck the government, fuck the planners" in June last year. He resigned from the station shortly afterwards.

City Talk ad: Simon O'Brien Simon O'Brien: played Damon in Channel 4 soap Brookside His outburst, albeit with dashes instead of the the F-words, will be one of the key elements of the marketing campaign for the new Emap station, appearing on taxis, buses, billboards and in newspaper ads around Liverpool.

It is one of a number of ads featuring the station's presenters, who will also include Trisha Goddard, Dean Sullivan, Margi Clarke, Michael Brandon, Kim Hughes, Phil Easton, Ian Snodin, Ian St John and John Aldridge.

Their faces will appear alongside an opinionated soundbite as part of the campaign designed to encourage the city's people to share their opinion.

"The statements provide insight into each presenter's opinion, style of show and most importantly engages them with the audience," said Richard Maddock, the City Talk 105.9 station director.

"The campaign is deliberately opinionated and willing to push the boundaries. It has character and really puts the presenters out there in the public domain.

"The statements are specifically strong and aim to be thought provoking and to evoke reaction. We are bracing ourselves for some very heated and lively debates."

Emap's new speech station - strapline "The voice of Liverpool" - will launch next Monday, January 28.

The ad campaign was created by Liverpool-based agency Ampersand in conjunction with the City Talk marketing team. It will also run from January 28.

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