A Bradford production company has devised the Church of England’s first rap-style advertisement aimed at lapsed parishioners.

Whistling Frog Radio Productions in Grattan Road has put a 40-second ad together to get the message across – and that message includes telling people they do not need to put on their Sunday best or dress to impress.

The ad is read by a mixture of young and old voices to make sure it reaches all ages, said Colin Lowther, Whistling Frog’s chief executive.

Mr Lowther said commercials are proved to work but he had no idea exactly how many people it would work on.

“The church has a stereotype, so people don’t expect to hear well-produced and creative radio ads,” he said.

“It’s proving the church is modern and up with the times and encouraging people to come and discover that for themselves.”

The advert will be on radio stations for a week starting on Monday, leading up to Back To Church Sunday. Last year some 37,000 people are said to have been tempted back to church on the campaign Sunday.

“This will be the first year they have used radio ads as part of the campaign,. I’m really hoping it has results,” said Mr Lowther.

Bradford Diocese’s Back to Church Sunday co-ordinator, the Rev Paul Walker of St Cuthbert’s at Wrose, Shipley, said: “The radio ads are just a way of adding more voice to the campaign.

“There will be people who will have the radio on in the car or in the kitchen having breakfast who would not get the message any other way.”