The Evening Standard is mounting a new advertising initiative
presenting the paper as the ultimate aid to living in London under the
theme: "It's all in the Standard."
Associated Newspapers is putting £250,000 behind the TV-led
campaign, which aims to give the paper a consistent image that is
flexible enough to over-arch all of its communication needs.
The new line, devised by Bates UK, is being introduced in a 30-second TV
commercial breaking next week in support of the paper's "Win a luxury
London apartment" promotion.
Toby Hoare, the Bates group chief executive, said: "This is a change of
tactic for the Standard, which, until now, has concentrated on in-paper
promotions. That won't change because it drives circulation. But we also
want to present the Standard as brand leader."
The film sets the scene for the so-called "newspaper world", which will
feature in all the paper's future TV advertising as well as extending to
"Newspaper world" is a black-and-white animation of 21st century
To a soundtrack of urban jazz, viewers are taken through a busy London
cityscape made entirely of newsprint.
They are swept across the Thames, down to street level, into a building
which becomes the Evening Standard's front page. The ad is part of a
strategy to provide the Evening Standard with a consistent and
The ad was art directed by Matt Head, written by Giles Horton and
directed by Marc Craste for Studio Aka. Media is through MediaVest.