The 30 second TV ad encourages audiences to ‘Stop. Pause. Think’ and reach for a ‘smart cut’ rather than a ‘short cut’, putting The Week’s strapline, “Everything you need to know about everything that matters”, at the core of the campaign message. The ad is voiced by Tobias Menzies of Game of Thrones, The Crown and Rome.
The ad is part of a significant marketing investment for the brand in 2019. The wider marketing campaign will see an integrated campaign including TV, transport, outdoor, radio and podcast campaigns.
Charlie Burnett, head of marketing, The Week UK said: “This campaign is the next step for The Week as we engage our audience on a more instinctual level. We want to provoke and challenge how people consume the news. In today’s world where fake news is everywhere and everyone has an opinion, it is time consuming to know what’s truly going on and to cut through the noise. The Week is a solution for the time poor, presenting its readers with the facts. It offers a smart cut, rather than a shortcut giving readers back time to enjoy themselves, and we wanted to find a creative brief that conveyed that.”
The campaign was created by UNLTD-INC creative agency, run by Dave Buonaguidi, Will Waldron and Arjun Singh.
Dennis is a member of FIPP.
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