Jam Creative launches laddish Daily Sport campaign

LONDON - Jam Creative has launched a new TV ad for the Daily Sport, aiming at a laddish demographic.

Daily Sport...new campaign by Jam Creative
Daily Sport...new campaign by Jam Creative


The ad explains the history of what man was interested in, namely; sport, girls and funny stuff.

However the voiceover then explains that men started to loose their way by "doing yoga, drinking herbal tea, using moisturizer, using a wheelie case and being considerate in bed."

The commercial concludes by pointing out that the Daily Sport has re-instated the more simplistic male desires of sport, girls and funny stuff in the magazine style publication.

The campaign ends with the Sport's equally blokish strapline: "Get in," and is due to break on the 21st April.

Project name: Daily Sport relaunch
Client: (name and job title of client) Sport Media Group
Brief: Communicate the relaunch of the Daily and Sunday Sport newspapers, highlighting the mix of news, sport, humour and glamour in a magazine style format, creating a new daily print experience called a ‘newzine'.
Creative agency: Jam Creative Ltd
Copywriter: Steve Qua
Art director: Steve Qua
Planner: N/A
Media agency: MediaCom North
Media planner: Chris Catton
Production company: Jam Creative Ltd
Director: Steve Qua
Editor: Steve Qua
Post-production: Smoke and Mirrors
Audio post-production: Marmalade
Exposure: 21st April - 11th May

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