Diary: Sports writers as literary greats is an historic trick

The Diary challenges readers to a game of spot the difference.

One ad features a sports personality done up as a famous writer, this time William Shakespeare, to publicise a broadsheet's sports coverage.

The other, well, err ... focuses on a famous face from sport composited on to the body of a famous writer to flag up a broadsheet's sports writing.

We all know that the last original ad idea flowered in the mid-70s, but even Diary thinks the similarity between Mother's 2003 press ad and Clemmow Hornby Inge's current campaign for The Daily Telegraph and its sports experts is uncanny.

In CHI's defence, Mother's ad publicising The Observer Sport Monthly's interview with Ron Atkinson, the man who gave us such gems as "well, Clive, it's all about the two Ms - movement and positioning", may have been forgotten in the furore surrounding the commentator's racist outburst.

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