Spot for The Times newspaper uses 26 letters of the keyboard as creative cues

The TImes and The Sunday Times has created a TV spot using cinematic shots of Ireland for the launch of its inaugural Ireland edition in the country.

The Times and The Sunday Times: Spot takes creative cues from letters of the keyboard
The Times and The Sunday Times: Spot takes creative cues from letters of the keyboard

The campaign, comprising TV, print and radio, plays on the brand's 200-year history of "fearless, genuine, honest journalism" through a spoken-word manifesto based on the 26 letters of the alphabet.

The newspaper has launched the Irish editon with a team in Dublin and has introduced an app editon, which features in the spot:  

We’ve been Questioning the World and Encouraging Restless Thinking for two hundred Years. Serving up Unbiased, Intelligent Opinion, Political Analysis and Sport. Delivering Fearless, Genuine, HonestJournalism. And now we’re bringing our Knowledge and Learning from the Euro Zone to Generation X, with Cultural Views and Balanced News to a Modern Ireland, every day. And we’ll never stop.

We’ve used these tools to talk to the world since 1785. 
Now, we’re introducing a new one.

 

Brand: The Times and The Sunday Times 

Client: Ruth Brady, Head of Marketing, Ireland and Jodie Jenkins, Head of Marketing, UK

Agency: Grey London

Creatives: Nick Stringer and Dave Monk

Copywriter: Dominic Butler

Art director: Liam Riddler