Times campaign centres on politics

Rainey Kelly Campbell Roalfe continues its latest ’changing times’ campaign for the Times this week, promoting the newspaper as a straight-talking broadsheet that will provide informative coverage in the run-up to the next general election.

Rainey Kelly Campbell Roalfe continues its latest ’changing times’

campaign for the Times this week, promoting the newspaper as a

straight-talking broadsheet that will provide informative coverage in

the run-up to the next general election.



Two black-and-white commercials, written and art directed by the

agency’s creative partners, Robert Campbell and Mark Roalfe, use a

deliberately diverse series of images and the written words ’objective

times’ to stress that the ads are non-partisan.



Adrian Moat of RSA Films, who directed the two commercials, filmed a

selection of scenes in Brighton, Dungeness, and in east and west

London.



They both use the campaign endline, ’Changing times’, and state: ’Before

we look left or right, we should look forward.’



The first ad to go on air tackles the election, showing images of people

in newsrooms, offices and council flats asking: ’Political debate or

popular entertainment?



The way elections are fought and lost has changed ... the soundbite, the

spin doctor, the press conference, the advertising campaign ... Are the

issues we are presented with the real issues, or just something we

should see beyond?’



A second film, set mostly in schools and hospitals, looks at welfare and

education and asks: ’Can we expect a brighter future?’



Campbell said: ’The films are cut for an emotional but objective feel,

by not concentrating on either rich or poor people. The election is a

great opportunity for a paper to prove its credentials, and the Times’s

stance is to be objective rather than shouting about it.’



Media planning and buying is by TMD Carat.



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