The Sun calls on Brits to ‘Get Involved’
17 August 2012
News International’s British tabloid The Sun is launching a new campaign, ‘Get Involved’, which aims to position The Sun as a conversation-starter and opinion driver for its readers.
Created by Grey London, the first 90” TV spot debuts during the launch episode of The X-Factor in the UK on August 18. It aims to showcase the best that both The Sun and Britain has to offer, through a “one take” walk through “everyday Britain”, as well as touching on The Sun’s range of editorial content including news, sport and gossip.
A supplementary ad called ‘Get Involved this Year’ is set to debut on August 15. It focuses on the trials and tribulations of the football season. Both ads were directed by Keith Schofield and feature Rizzle Kicks’ music track Traveller’s Chant.
The campaign will also have print and digital elements and the new brand idea will feature on and underpin all of The Sun’s marketing communications going forward.
“The Sun is one of the best-known brands in the UK,” says Grey London creative director Dave Monk. “We’ve been sharing the newspaper in cafés, pubs, among friends and family and getting involved with it for over 40 years – it’s the original social media, and as much a part of the Britain’s identity as Bowie, TOWIE or teabags. This was the platform on which we built our campaign. The launch ads walk us through a broad cross section of the issues at the heart of 21st Century Britain – from football to politics to telly, there’s something for everyone.”
The campaign is the first work carried out by Grey London, since the ad agency won the News International Team News account earlier this year.
Jenni Baker, London