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Ad of the Day: i provokes with Liz Truss, Vladimir Putin and Tiger Woods ads


By Amy Houston | Reporter

September 22, 2022 | 4 min read

In its first campaign for the i newspaper, creative agency St Luke’s has featured world leaders, politicians and sports stars alongside a series of provocative questions about current events.

i paper

St Luke’s first campaign for i newspaper / St Luke’s

‘i For Open Minds’ is a multimedia campaign running over the next month across press, digital and out-of-home (OOH), which aims to emphasize the media outlet’s ‘open-minded’ approach to news.

Readers will see black and white photos of Vladimir Putin, Liz Truss, Rishi Sunak and Tiger Woods with various objects creatively stitched on to the image.

On the ad featuring Putin, for example, he appears to hold a firing gun with the copy: ‘Where will the arm’s race end?’ On Truss’s image, she’s adorned with a red defibrillator held up like the iconic budget box, with the question: ‘Could Truss tax cuts revive the nation?’

“A standout title like i deserves standout creative,” said Richard Denney, executive creative director at St Luke’s. “We are thrilled with this new campaign that imaginatively captures the essence of i’s open-minded journalism and brings it to life in a disruptive manner.”

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Client: Nina Wright, chief executive officer, Harmsworth Media

Managing director: Richard Thomson

Editor: Oliver Duff

Campaign ad title: i For Open Minds

Creative agency: St Luke’s

Executive creative director: Richard Denney

Art directors: Darren Keff, Graham Storey, Pete Mould and Richard Denney

Copywriters: Phillip Meyler, Phil Cockrell and Matt Harvey

Agency producer: Christine Sibthorp

Chief strategy officer: Dan Hulse

Planning director: Emma Banks

Chief executive officer: Neil Henderson

Senior account director: Barnaby Kelly

Head of art and design: Pete Mould

Designer: Pete Mould and Vanisha Mistry

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