"The Geordies have always had to put up with the superiority complex of their Merseyside neighbours - The '74 Cup Final, the Fab Four, Bread and, of course, the 'legendary Scouse sense of humour'.
"So, hats off to Emap's Metro Radio for putting this last one to the test with a great piece of tactical placement in the North East press. Stereotyping perhaps, but you have to applaud a valiant attempt to rejuvenate dented civic pride from the radio station at the heart of Newcastle's community.
"After all, if the victors, currently laughing all the way to the bank, can't be magnanimous then we should surely tell them to 'calm down, calm down' or as the locals might say, 'Haddaway and shite!'"
Client: Metro Radio
Medium: Press advertising in the North East
Media planning: Rob Baker at Naked Communications
Media buying: Derek Manns at Starcom Motive
Creative: Faulds Advertising
Brief: Underline Metro Radio's position as a citizen of Newcastle,
reflecting the disappointment the whole of Newcastle felt when it lost
out to Liverpool to be the European City of Culture for 2008.