The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

March 14, 2014 | 2 min read

The Sun is celebrating its exclusive ‘Superdays’ free tickets deal with Merlin Entertainments in a new marketing push created by Grey London.

Comprising of four 30’ TV ads, radio ads, in-paper marketing and online, the first TV ad launched last night (Thursday 13 March) and will be followed by the first in-paper Superdays promotion running from 15-31 March offering two free tickets to Alton Towers Resort.

The creative plays on the insight that parents need a secret weapon to cheer their kids up when things have gone awry and features snapshots of family life where things have gone wrong, from an overreaction to a tiny spider in the house to a poor dad clumsily smashing up his son’s meticulously-built castle. With disaster averted in a ‘save the day’ moment when they tell their kids they’re going on a super day out.

Created by Mike Kennedy and Pauline Ashford, they said of the campaign: “Kids are fickle. One minute they’re screaming their heads off, the next they are full of smiles. We wanted to find humour in the range of emotions a kid goes through before they are presented with something they approve of – that ‘will they or won’t they’ moment.”

The creative director behind the ads was Dave Monk with Nic Osborne and Sune Maroni directing through Epoch Films.

The Sun

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Grey London

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