The Scotsman newspaper returns to TV advertising for the first time in
five years this week with three new spots through the Leith Agency.
Each film uses the voice of an actor reading from an article in the
Scotsman, while the words themselves are projected across a set that
illustrates the subject of the article.
Michael Gambon delivers a harsh review of a stand-up comedian, while the
words are projected across an empty theatre; and Jane Lapotaire reads
from a piece about the drug habits of the aristocracy, while an image
of a junkie injecting himself with heroin appears on screen.
The third ad has Andrew Sachs reading a piece on homosexual interior
designers, while the words light up across an unusual bathroom.
The ads were directed by Jack Wyper through MTP and conclude with the
line: ‘The Scotsman, writing worth reading.’
Gerry Farrell, the joint creative director of the Leith Agency, said:
‘The creative idea was a simple one, but the strength of the writing
comes through in these ads.’
Jim Seaton, the editor of the Scotsman, added: ‘It is a totally
appropriate message given the investment we have made in the paper.’
The Leith Agency won the pounds 500,000 business in February after a
pitch against Smarts, the Glasgow Agency, and one other. Media is
handled by the Media Business.
The campaign indicates the Scotsman’s intention to square up to its UK
rivals. Its main target is the upmarket readership on the east coast of
Scotland, who are inclined to read UK papers rather than the Scottish