NEWS: Delaney Fletcher unveils debut TV ad in FT branding campaign

Delaney Fletcher Bozell has created a dramatic new TV campaign for the Financial Times, the newspaper’s first television branding exercise in seven years.

Delaney Fletcher Bozell has created a dramatic new TV campaign for the

Financial Times, the newspaper’s first television branding exercise in

seven years.



The campaign coincides with the arrival of two entrants into the

financial newspaper market - the London Financial News, the weekly title

that debuted on Monday, and Sunday Business, which will launch later

this month.



Its backbone is a 30-second TV commercial written by the agency’s

creative director, Greg Delaney, and his art director partner, Brian

Stewart. The spot was directed by Big TV through Spots.



It opens on a man apparently watching TV. The shot then widens to reveal

he is, in fact, watching several screens, before panning out to show he

is sitting in an amphitheatre surrounded by banks of TVs, each

bombarding him with information, from news pictures to science

programmes.



The viewer then sees the words ‘Information is useless without

intelligence’ flashed on to the screens.



The man turns off all the TVs, so that the room falls silent, and in the

quiet he picks up and opens his Financial Times. ‘No FT...no comment’

flickers on two screens in the silence.



The campaign is aimed at the younger, up-and-coming businessman or woman

who is already fascinated by the information age, but wants to be guided

through it. It will break on 11 March, mainly in London and the South-

east, with ads appearing on Channel 4, Carlton, LWT and cable

television.



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