BBC 1Xtra homes in on street life.(Brief Article)

Fallon has created an advertising campaign to promote the BBC's black music digital radio station 1Xtra.

The TV spot, breaking this week, is the successor to the much-vaunted 'street music' campaign, which picked up a Grand Prix at the British Television Advertising Craft Awards, two Creative Circle silvers and a silver at D&AD.

It shows how the natural sounds of the street inspire 1Xtra's musical output.

The television spot uses street scenes and replaces the sounds of the everyday activities with snatches of diverse music to capture a sense of street culture.

Images of a DJ on the decks, children playing in the street and on arcade games are among the unscripted footage to be accompanied by a new soundtrack.

The endline reads: 'Street music. BBC 1Xtra.'

The poster ads also feature a number of street scenes. They were written and art directed by Richard Flintham. The television work was directed by Ed Holdsworth through Passion Pictures.