NEWS: Rainey Kelly ads flag a new outlook for Times

Rainey Kelly Campbell Roalfe unveils its pitch-winning idea for the Times next week with a pounds 3 million TV campaign which brands the newspaper with the new strapline, ‘Changing Times’.

Rainey Kelly Campbell Roalfe unveils its pitch-winning idea for the

Times next week with a pounds 3 million TV campaign which brands the

newspaper with the new strapline, ‘Changing Times’.



Four different executions aim to position the Times as a contemporary,

progressive paper. The ads concentrate on developments in society,

education, sport and art, highlighting the rapid changes the world is

undergoing in the 90s.



The campaign uses a series of unsettling documentary images, depicting

scenes that vary from crowded cities and third world war zones to

domestic cameos, with observations made by a calming female voiceover.



The ethereal narrator comments on the multitude of on-screen images,

asking questions such as: ‘Is it art, or is it change for change’s

sake?’, and ‘Has everything become disposable? How do we sort the

significant from the transient?’



The ‘archangel’, as the narrator is known, also makes observations about

the state of the world, declaring: ‘There is no going back. These are

times to look forward,’ and ‘Commerce invades where armies fear to

tread.’



There are four 40-second slots, positioning the Times as the paper of

choice for ‘these uncertain times’.



Robert Campbell, creative partner at Rainey Kelly, commented: ‘The Times

could choose to occupy the high ground, but there is a new generation of

readers who reject a didactic, authoritarian approach.



‘Broadsheet newspapers have gone beyond the strong political alignments

of the 80s, and the Times in particular wants to secure a

thirtysomething, independent-minded readership by adopting a more even

tone.’



The campaign airs on Channel 4 and satellite TV from next week. All four

ads were written by Campbell and Mark Roalfe, the agency’s other

creative partner, and directed by Colin Gregg through Eclipse.



Toby Constantine, the marketing director at the Times, said: ‘The Times

has made a record start to 1996. This brand campaign, we believe, will

give us the momentum we need seriously to challenge for leadership of

the sector.’



January was the Times’s best ABC month on record, with sales reaching

more than 685,000 copies - a rise of 9 per cent year on year.



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