Daily Mail launches its biggest campaign in 10 years

The Daily Mail is launching its biggest ad campaign for 10 years and encouraging readers to "upgrade" with the title.

The campaign, created by M&C Saatchi, breaks on Sunday and spans TV, print and online.

Five TV ads will air initially to highlight the paper's claimed unique aspects. They include the "car" spot, which aims to establish the paper as being for people when their priorities in life change.

The claimed attributes of the Femail Magazine are highlighted in "mirrors", and the power of one journalist's words is dramatised in the "Richard Littlejohn" spot.

The Weekend magazine and Coffee Break are also brought to life with their own individual ads.

Roland Agambar, chief marketing officer, Daily Mail and Mail On Sunday said: "What's exciting is that our Upgrade campaign isn't just about marketing strategy. It embodies our editorial ambition, reflects what's important to our readers – both regular and occasional – and is indicative of our compelling proposition for advertisers."

Tim Duffy, chairman at M&C Saatchi, said: "The message is simple, yet powerful – The Daily Mail is an aspirational newspaper. We have reflected these values in a stylish striking campaign."

The agency's copywriter Joe Miller and art director Tristan Cornelius were behind the campaign, which was produced by Blink. Mediavest handled the media planning and buying. M&C pick up the account in August 2008.

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