M&C unveils IoS cinema offensive

The Independent on Sunday has launched its first stand-alone advertising campaign since its launch in 1990, as it bids to position itself as an alternative Sunday read and build on a recent circulation boost.

The Independent on Sunday has launched its first stand-alone

advertising campaign since its launch in 1990, as it bids to position

itself as an alternative Sunday read and build on a recent circulation

boost.



The newspaper is keen to differentiate itself as a young title which

breaks the taboos of traditional Sunday editorial.



The campaign, created by M&C Saatchi, is the IoS’s first foray into

cinema advertising. It seeks to emphasise the recent changes that the

editor, Rosie Boycott, has made to the paper’s format and its news

coverage.



The surreal ads portray ’traditional’ Sunday activities, such as mowing

the lawn, washing and ironing, against a background of death and

stagnation.



The sounds of tolling bells, screams and howling winds are used to

emphasise the sinister nature of the vividly coloured imagery. The

endline reads: ’Sunday’s dead. Are you?’



Boycott said: ’The ads break new ground in Sunday newspaper advertising

just as the newspaper itself is breaking new ground, as shown by our

campaign for the decriminalisation of cannabis.’



Margaret Harvey, the marketing director for the IoS and the Independent,

added: ’This advertising recognises the different personality of the

Sunday newspaper. In the past, advertising has always sat alongside, and

been included with, advertising for the Independent.’



The cinema ads will be backed by a campaign in style magazines that will

include vouchers offering trial of the newspaper, which will run in

London, the South-east, and the Granada and Central TV regions until

December.



There are 40-second and 90-second versions of the commercial, which will

initially run alongside the films, A Life Less Ordinary and Face.



The cinema campaign was written by Keith Bickel and art directed by M&C

Saatchi’s Carlos, who also directed the films through Lonely Man

Productions.



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