Here it is: our first campaign since winning the News International 'Team News' account earlier this year.
The campaign for The Sun, titled Get Involved, launches with two striking television commercials and a new brand idea, which will feature on and underpin all marketing communications from the UK’s best-selling newspaper.
Get Involved reflects The Sun’s unique position as an influential conversation-starter/opinion driver and reinforces how it inspires people to be a part of the issues affecting their daily lives. It aims to build upon the newspaper’s inherently sharable and social characteristics through asking its readers to get involved in the conversations that matter, however they can.
The campaign debuted during The X Factor series premiere on Saturday, with an ambitious 90” spot showcasing the best The Sun – and the country – has to offer. A one-take walk through everyday Britain by your everyday Briton, it doffs a cap to The Sun’s unique blend of content – the offers, the gossip, the sport, the opinion; everything – and the issues that matter most to the public. It ends with a rousing call to arms: to just get involved.
A supplementary ad – Get Involved this Year, which focuses on the trials and tribulations of the football season – debuted on Wednesday 15 August. Both feature the Rizzle Kicks track, Traveller’s Chant, and are directed by Keith Schofield, best known for his Emmy Award-nominated VW spot, The Barkside.
Dave Monk, Creative Director, GREY London, says: "The Sun is one of the best-known brands in the UK. 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."
Nick Stringer, Director of Marketing Communications, News International, says: “This idea is all about building on what makes The Sun brand great. It’s instantly and recognisably ‘The Sun’ – entertaining, fun and inclusive – and continues the paper’s traditions of standing tall among its competitors and championing causes that really matter. It's time for The Sun to confidently return to the centre of popular culture and engage daily with the great British public.”
Dominic Mohan, Editor, The Sun, adds: “’Getting involved’ has been in the very DNA of The Sun for more than 40 years – but in 2012, it’s more relevant than ever. All of Britain – from bankers to bakers, stockbrokers to street cleaners – has the chance to make their voice heard. Get Involved is our open invitation to the British public to join us and be part of the national conversation.”