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
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
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
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.