The Times and Sunday Times combine for first joint brand campaign

The Times and The Sunday Times have released a stirring TV ad as part of their first joint brand campaign.

The campaign was created by News UK’s in-house agency, Team News, and CHI & Partners. It comprises a 30-second TV and cinema ad, as well as posters.

The film shows video footage that represents the biggest news stories across the world today, such as the refugee crisis and Donald Trump’s political career.

But, in each segment, the sound is focused on just one element, such as Trump’s footsteps or a baby crying.

The strap line at the end of the film is: "cut through the noise to the stories that matter".

John Witherow, the editor of The Times, said: "This campaign illustrates what The Times and The Sunday Times strive to achieve: to cut through the babble of rolling news and focus on the most revealing and robust stories, whether they are in Raqqa or Rotherham."

Catherine Newman, the marketing and sales director for The Times and The Sunday Times, explained the decision to create a joint campaign for both titles:

"Firstly our core proposition is subscriptions and those are seven days," she said, adding"[…] we conducted focus groups and detailed research and insights over the past three years.  We identified that it was important to show what the two newspapers shared in terms of editorial values and reader benefits, whilst communicating their different content pillars"

The spot was created by Team News’ Andy Peel and Greg Milbourne, and CHI & Partners’ Dan Watts. It was directed by Ivan Bird through Rattling Stick, while Mindshare handled the media planning and buying.

At the end of 2015, News UK, the owner of The Times and The Sunday Times, consolidated all of its advertising business into CHI & Partners' parent company, The & Partnership.

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