First-look at Mirror's #madeuthink TV ad

The Daily Mirror is preparing to roll-out TV ads during ITV's X Factor tomorrow as part of its first national branding campaign in 10 years, view it first exclusively here.

The ad, created by Quiet Storm, is part of a six-week multiplatform campaign to introduce the Mirror's redesign, the first since 2007. It is based around the hastag and slogan "#madeuthink". In the spot, called "hat shop", an apparently clumsy man strolls down a city street.

He trips over and nearly gets hit by a bus, before running into the glass door of a hat shop. Inside, the shopkeeper places a cap marked with the words "Thinking Cap" on his head. As an ornament falls off a table, the man reaches out and catches it in spectacular style.

The film was art directed by Elaina Jumper and the copywriter was Martin Jeyes. Media planning and buying for the multi-media campaign has been handled by Carat Manchester.

The #madeuthink campaign urges consumers to think differently about the Mirror brand, which is now seeking a "mid-top" position among national rivals, according to editor Lloyd Embley.

Trinity Mirror is also in the midst of a major investment into its digital operation 2013. Twenty-five digital-specific journalists have been hired in the past two months and the Mirror's e-edition is thought to attract around 30,000 unique users a day.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published