MEDIA CHOICE: John Tylee, Campaign's associate editor, picks The Sun's perimeter ad for England's 5-1 demolition of Germany in the World Cup qualifier

"As well placed and as opportunistic as a Michael Owen volley, this

bit of fancy footwork not only planted the redtop firmly alongside the

fans on the touchline but helped fire up Beckham's boys to do their


And a much more effective way of staying onside with the supporters than

a silly stunt with a girl oompah band. One more strike against the BBC's

threadbare claim to be an ad-free zone - and a welcome acknowledgment

that England's Swede is no turnip."

Client: News Group Newspapers

Medium: Perimeter ad at the Olympic Stadium, Munich

Media planning and buying: Matthew Landeman at Carat

Creative: TBWA/London

Brief: Demonstrate The Sun's support for the England football team