Rainey Kelly Campbell Roalfe/Y&R has unveiled a Christmas poster for The Times newspaper.
The poster aims to capitalise on the festive period as a time to look back over the year's activity and re-evaluate annual events. It also offers a light-hearted comment on the state of the world as the millennium year draws to a close.
The poster, drawn by The Times cartoonist Peter Brookes, features famous people who have traditionally been known not to get along with each other.
They are all linking hands and singing Auld Lang's Eyne at New Year. Characters featured include Jack Straw, who is linking hands with a spliff-smoking Anne Widdicombe, and Tony Blair linking hands with a pint-holding William Hague. The pop star Liam Gallagher is also seen alongside his arch-rival Robbie Williams, whose public feuding with the Oasis front-man has been well documented over the past year.
The broad spectrum of people featured in the ad mirrors the variety of interests taken by the paper.
The ad features the strapline, 'Happy New Year?', and builds on the 'Feed your mind' campaign which aims to position The Times as a thought-provoking paper.
Patrick Sherriff, the marketing director of Times Newspapers, said: 'The holidays offer us the opportunity to communicate with our readers in a more light-hearted tone, and Peter Brookes is the automatic choice to represent the paper in cartoon form.'
Mark Roalfe, the creative director of RKCR/Y&R, added: 'In keeping with the time of year, Peter Brookes' cartoon treatment lifts the gravity of some of the subject matter.'
The ads were written and art directed by Roalfe. They were illustrated by Brookes. Media planning and buying is through Carat.