Ad of the Day: ‘The Sun’

Scandal, what scandal? The News International tabloid has more fun than ever in Grey's new spot

Welcome to the sunny alternate universe of The Sun.

In this new ad from Grey London, the News International tabloid puts on a happy-go-lucky face amid the ongoing arrests of its journalists for alleged bribery and the slow implosion of Rupert Murdoch's U.K. empire. Ignoring the gloom entirely, the spot focuses, in nursery-rhyme fashion, on the wide range of topics the paper covers. By wide range, we mean kitchen sink, from substantive issues like taxes and troops to even more substantive issues like bingo and half-naked women. (Head over to the publication's website for a glimpse of which it covers more, or just assume it's half-naked women.)

The spot's everyman spokesman and its appeal to viewers to "Get involved" reflect the paper's populist ethos. Compare it to Britain's other big newspaper commercial this year—The Guardian's award-winning "Three Little Pigs" ad from BBH. That spot was slicker in every way—everything from the conceit to the execution. And while The Guardian likewise encouraged viewers to get involved in the journalistic process, the spot left little doubt about who's really in charge of offering "The whole picture." Here, The Sun's readers, less high minded, get to celebrate themselves, and have a little more fun.

The spot is nicely written, well-delivered, and all around fun to watch, despite borrowing, like so many other spots have, from the rapid-fire-fantasy, single-shot style of Old Spice. The only real problem: It's way up in the clouds.

Check out the spot below, along with a second execution focused on England's new football season.

CREDITS

Client: The Sun

Agency: Grey, London

Executive Creative Director: Nils Leonard

Creative Director: Dave Monk

Producer: Jacqueline Dobrin

Production Assistant: Joe Arojojoye

Communications Director: Jason Coward

Director of Marketing Communications: Nick Stringer

Marketing Director: Rob Painter

Director: Keith Schofield

Production Company: Caviar Films

Production Company Producer: Caroline Hicks

Editing House: Marshall Street

Editors: Tim Thornton Allen, Patrick Ryan

Postproduction: The Mill

Postproduction Producer: Tom Johnson

Colorist: Aubrey Woodiwiss

Sound House: Grand Central

Sound House Engineer: Munzie Thind