Robson and Venables front NotW Score spot

Sir Bobby Robson and Terry Venables star in the latest News of the World TV ad, by TBWA\London.

The 30-second spot, breaking on 14 August, aims to promote the tabloid's football pullout, Score, and coincides with the start of the new Premiership season.

In a departure from its usual ads, the spot aims to tap into the emotion behind football; rather than showing a conventional collection of Premiership footage, it uses the theme of an evangelical gathering.

The ad opens on Robson, centre stage in a packed football stadium, dressed in a white suit. Using Score, he works the crowd into a frenzy. As people get more excited, Robson starts to lead them in a song, "Every club. Every game. Every goal", designed to show what editorial Score includes. An organist slides on to the stage and a gospel choir launches into action.

At the end of the song, the organist turns round, revealing himself as Venables, while Robson says: "Twenty-four pages of football worship free in the News of the World." The ad ends with a shot of the newspaper and the pull-out.

The ad will run on national and satellite TV for eight weeks. It will air around football-related programmes such as Soccer AM, with the focus on weekend TV.

Ben Hughes, the marketing manager at the News of the World, said: "Score's credentials as the leading authority on every club, every game and every goal are cemented through the use of Sir Bobby in this ad - he is the godfather of football, after all."

The ad was written by Sam Cockayne and art directed by James Gillham.

It was directed by Matthew Judd at 76. Media planning and buying is through Carat.

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