The Mirror continues to position itself as the intelligent tabloid in a new campaign featuring the voice of Sara Cox. Quiet Storm created a spot, which launches on 7 February during an episode of Take Me Out on ITV. It opens in an office, where a woman is telling a story everyone else knows to be untrue. In order to escape her embarrassing situation, the protagonist tries to distract the others and slide out of the door. The campaign comprises two more TV ads, which will run over the next few weeks and be backed by print and digital activity. The work was directed by Trevor Robinson through Quiet Storm.