The ads take an unusual slant on different sports as spied by someone peering through a pair of binoculars.
The first ad shows a greyhound smoking a cigarette, the second reveals a shortsighted snooker player and the final execution portrays an unhealthy horse tucking into a bucket of fried chicken.
City AM launched 20-page The Punter in January as an additional supplement to appeal to its audience of city-based professionals. It is published with the newspaper every Friday.
Newhaven is based in Edinburgh.
Project: The Punter - UK Launch
Client: City A.M.
Brief: Launch The Punter as the title that gives its readers the edge on weekend betting opportunities.
Creative agency: Newhaven Communications
Writer: Chris Watson
Art director: Rufus Wedderburn
Planner: City AM In-house
Media agency: City AM In house
Media planner: City AM In house
Photography: Euan Myles, Robbie Smith & Victor Albrow.