J. Walter Thompson has created a generic sports campaign for the
Telegraph, launching on Saturday, designed to emphasise the quality of
its coverage in the run-up to next month’s World Cup.
The ’just the beginning’ TV campaign features cricket, soccer, motor
racing and horse racing events and demonstrates how the passion felt by
the participating sportsmen and the fans is conveyed to readers by the
One of the four ads shows fans at a football match watching their team
being relegated, another shows an angry motor racing driver pull off his
helmet in frustration as his crashed car burns in the background.
In each execution, the film cuts from the sports event to journalists
writing their stories, before the names of the paper’s leading writers
float across the screen.
The gothic Telegraph ’T’ appears before the endline: ’The last word in
sport.’ The 30-second black-and-white ads, which break on Channel 4 and
Sky, will run for the rest of the year.
The campaign was art directed by Dave May, written by Chris Bardsley and
directed by Rupert Sanders at Tony Kaye Films. Media is by
Hugo Drayton, marketing director of the Telegraph, said: ’Sport is one
of the most effective conversion areas. It is an increasingly crucial
battleground and we have to defend our territory. The ads emphasise that
we don’t just cover football.’
He added that the signature ’T’ will appear in all future advertising
for the Telegraph.
Oscar Nieboer, the JWT director in charge of the Telegraph account,
said: ’The advertising represents an attempt to bring to life the
passion and quality of the Telegraph’s sports coverage.’
Newspaper ABCs, p9.