Mirror spots break no-branding tradition of tabloids

The Mirror unveils its first brand advertising in almost eight years this week with four satirical films that seek to update the perceptions of the newspaper among non-readers.

The Mirror unveils its first brand advertising in almost eight

years this week with four satirical films that seek to update the

perceptions of the newspaper among non-readers.



The ads, created by M&C Saatchi, mark a distinct departure for the

tabloid marketplace, which has shied away from brand advertising in

recent years.



Four films - one 30-second and three ten-second executions - are

initially due to run in the London and Granada regions.



The 30-second commercial, ’Maurice’, features an odious young executive

who is summoned to his boss’s office. He fails to pay attention as the

company’s poor performance is related to him, but is finally shaken out

of his smug apathy as his boss informs him that the dire financial story

is neither here nor there, because: ’The truth is no-one likes you and

you’re fired.’



The ads end with a new line that appears to break through the screen

like a hot metal stamp: ’The Mirror tells it like it is.’



A second execution shows a pair of lovers lying in bed. The man,

sweating and exhausted, turns to his partner and questions: ’So, how was

it for you?’ The bored-looking woman replies blankly: ’How was

what?’



Moray MacLennan, the joint managing director of M&C Saatchi, commented:

’While the Sun had its heyday in the brasher 80s, the values of the 90s

are about things with real worth and intelligence, and those are the

values of the Mirror we are attempting to draw people to.’



The films were directed by Theo Delaney through Tomboy Films. They were

written by two creative teams at M&C Saatchi - Tony Barry and Kevin

Thomas, and Peter Cain and Louis Bogue.



Media buying for the Mirror’s campaign is through Zenith Media.



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