Bates builds 'new world' for Standard

The Evening Standard is mounting a new advertising initiative

presenting the paper as the ultimate aid to living in London under the

theme: "It's all in the Standard."

Associated Newspapers is putting £250,000 behind the TV-led

campaign, which aims to give the paper a consistent image that is

flexible enough to over-arch all of its communication needs.

The new line, devised by Bates UK, is being introduced in a 30-second TV

commercial breaking next week in support of the paper's "Win a luxury

London apartment" promotion.

Toby Hoare, the Bates group chief executive, said: "This is a change of

tactic for the Standard, which, until now, has concentrated on in-paper

promotions. That won't change because it drives circulation. But we also

want to present the Standard as brand leader."

The film sets the scene for the so-called "newspaper world", which will

feature in all the paper's future TV advertising as well as extending to

outdoor media.

"Newspaper world" is a black-and-white animation of 21st century


To a soundtrack of urban jazz, viewers are taken through a busy London

cityscape made entirely of newsprint.

They are swept across the Thames, down to street level, into a building

which becomes the Evening Standard's front page. The ad is part of a

strategy to provide the Evening Standard with a consistent and

identifiable image.

The ad was art directed by Matt Head, written by Giles Horton and

directed by Marc Craste for Studio Aka. Media is through MediaVest.