The Telegraph Group will launch a double-headed TV campaign through J. Walter Thompson this weekend as it continues to reach out for younger readers.
A Saturday Telegraph promotion, allowing readers to claim a free David Gray CD, will be backed by the latest installment of the newspaper's 'newsagent' branding campaign.
Breaking on Thursday, the spot features a newsagent lecturing his customer about Gray's music while listening to the CD on a pair of headphones, and closes with the line: 'The Daily Telegraph, music to a T.' The spot was written by Nigel Pollard, art directed by Wayne Pashley and directed by Russell England for 2AM Films.
A second TV ad, breaking on Saturday, promotes a competition in The Sunday Telegraph, in conjunction with Centrica, to win a pounds 250,000 energy efficient house.
'We were aiming to add value to the brand by differentiating it from the typical advertising cliches that are often associated with this kind of promotion,' the account director, John Gutteridge, said.