RKCR unveils TV spot for The Sunday Times' The Month

The Sunday Times has developed a new TV execution through Rainey Kelly Campbell Roalfe/Y&R to support the second installment of its monthly CD-Rom magazine, The Month.

The setting for the 40-second ad is a high-tech white room where the entertainment that can be previewed on The Month comes to life.

The presenter Gina Bellman talks about the films, games, DVD releases, children's entertainment and exclusive music interviews as they appear on the walls behind her.

The package is designed to complement the content of the newspaper's Culture section while attempting to attract younger readers to the broadsheet's Sunday edition.

The Sunday Times currently attracts 1.6 million readers under the age of 45 and close to a million of the harder-to-find under 35-year-olds.

The Month was launched at the end of August by the Lock, Stock and Two Smoking Barrels actor Nick Moran.

TV executions, backed by radio, will then continue on a monthly basis to promote each edition of the CD-Rom's specific content.

The Sunday Times chose to provide the content on a CD to offer quicker access and better sound quality than that available on the internet.

The car manufacturer Renault has been signed up as the principal sponsor of the The Month, which is edited by David Johnson.

The campaign was art directed and copywritten by David Gamble and Simon Labbett. The director was Anthony Easton through the production company Spectre. Media planning and buying for the campaign was handled by Carat.

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