News UK-owned The Times and The Sunday Times have partnered to create their first joint brand campaign, dramatising the signature style of the papers’ journalism.
Featuring a montage of significant headline moments from around the world, the commercial uses the technique of isolating one unexpected sound from each scene, intended to show how the Times and Sunday Times journalism "gets to the heart of the story".
The campaign will break today (26 April) via a 30-second TV and cinema spot. It was created by CHI&Partners and News UK’s inhouse agency Team News.
The TV and cinema work is supported by a print and out-of-home campaign that aims to showcase the talent of Times and Sunday Times journalists, celebrating the work of its reporters and columnists including; A.A. Gill, one of Britain’s most respected restaurant critics; best-selling author Caitlin Moran; and controversial columnist Jeremy Clarkson.
John Witherow, editor of The Times and a former editor of The Sunday Times, said: “This campaign illustrates what The Times and The Sunday Times strive to achieve: to cut through the babble of rolling news and focus on the most revealing and robust stories.”
Micky Tudor, deputy executive creative director, said: “This is a thought-provoking campaign which we hope will cut through the clutter and stand out in its own right, as well reflecting all the same qualities in The Times and The Sunday Times.”
The campaign follows the recent launch of a new combined website and two new apps for The Times and The Sunday Times, that saw previous rolling news formats replaced by an edition-based model.