Guardian backs Cup reports with Claydon Heeley Trumps card

The Guardian is backing its World Cup coverage with a spoof version of the cult game Top Trumps.

Claydon Heeley Jones Mason has developed a set of 32 playing cards called "Top Chumps", which will be issued free with The Guardian in two collections ahead of the tournament launch on 31 May.

Top Chumps will be supported by a national TV campaign by BMP DDB.

Claydon Heeley has developed the cards to illustrate the humour and irreverence that will characterise The Guardian's coverage. The cards depict players, such as Diego Maradona, who have fallen from grace. The creative features a spoof of the Top Trumps series with caricatures of each footballer plus scores in each category.

Dave Woods, the joint creative director at Claydon Heeley, said: "The neat word-twist from Top Trumps to Top Chumps was just the Guardian-esque slant we were looking for."

The campaign was art directed by Chris Felstead and the copywriter was Gary McNulty. Media buying for the TV campaign was by PHD.