O&M ad for Observer uses ’original’ theme

Ogilvy & Mather is to brand The Observer as ’the original Sunday’ in a new cinema ad designed to emphasise the alternative qualities of the newspaper.

Ogilvy & Mather is to brand The Observer as ’the original Sunday’

in a new cinema ad designed to emphasise the alternative qualities of

the newspaper.



The 60-second ad takes the viewer through the diverse and alternative

life of an Observer reader. It breaks on 10 September in cinemas

nationwide and will run throughout the autumn.



The hero is Jake, who leaves his mundane job in a toy shop to make a

movie. Before he leaves, Jake goes off to say goodbye to his friend,

Rachel, blurting out that he loves her before flying off to pursue his

new career.



During the black stretch-limo ride from the airport, Jake catches up on

The Observer. However, he arrives not in Los Angeles, but Bollywood and

is so overcome by the dazzling richness of his surroundings that he has

to use a rolled-up copy of the newspaper to shield his eyes. The endline

reads: ’The original Sunday.’



Nick Smith, The Observer’s senior account manager at O&M, explained:

’The character’s journey and his originality draw you in and are true to

the newspaper’s fundamental point of difference.’



Stephen Palmer, marketing director of The Observer, added: ’This new

campaign will work alongside a full programme of promotions

demonstrating The Observer’s position as the original Sunday to provide

a more generic feel of what makes The Observer and its readers

special.’



The ad was written by Justin Hooper and art directed by Christian

Cotterill.



It was directed by Hammer & Tongs and media was bought by New PHD.



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