The first TV brand advertising in more than four years for the
Independent and the Independent on Sunday kicks off this weekend.
As was widely predicted last week, the first three executions, through
M&C Saatchi, reactivate the ’It is. Are you?’ slogan that was used to
launch the paper more than a decade ago.
The two-month campaign sets out to reassert the core values of the
titles in the crucial period leading up to the general election - a time
when newspaper sales are traditionally buoyant.
Using a simplistic creative treatment, the commercials depict a series
of titles appearing out of a black background to reveal
Moray MacLennan, joint managing director of M&C Saatchi, said: ’This is
quiet and intelligent advertising. I hope the silence will be loud in a
world where everyone else is shouting maniacally.’
One execution opens with the logo of the Independent flying into view,
followed by a title that asks: ’Already decided not to read it?’ This is
immediately followed by the statement: ’Just as well it is for the more
open-minded.’ The 20-second ad closes with the paper’s logo.
Another execution begins with the words ’left’ and ’right’ flashing
alternatively on either sides of the screen. As the frequency of the
flashing picks up, the effect given is of a military march. The words
are then replaced by the question: ’Wouldn’t you rather break
The campaign comes at a critical time for both papers. The latest ABC
figures show the Independent’s sales down 6 per cent year on year for
the six months to December 1996, at 265,037, while the Independent on
Sunday’s sales fell 9 per cent to 287,292 over the same period.
Commenting on the return of the famous slogan, Margaret Harvey,
marketing director for the two papers, said: ’When the Independent first
launched, the line captured everything about the title in the
marketplace. The reason we are bringing it back is that it is just as
relevant now as it has ever been.’
The new work was art directed by Justin Bussell and written by Merlin
Sinclair. The films were directed by Oliver Harrison through English and
Pockett. Media buying is by Zenith Media.