Mail on Sunday Battle

The Mail on Sunday is pitching men against women in Battle, an advert launched in cinemas throughout the UK during the premiere for Pirates of the Caribbean: At Worlds End. Accompanied by the Frankie Goes To Hollywood 1984 hit, “Two Tribes“, women and men bring their weapons to bear. The champion woman, on her exercise machine, yells out her battle cry as she breaks a TV remote control. The champion male, on his jet ski, raises his golf club to rally the men. The first wave of artillery brings footballs from the men and handbags from the women. Out come the remote control toy cars guided by men. In response the women unleash the toy dogs. The final weapons are contained in large magazine containers – Live (for men) and You (for women). Mags in hand, the men and women charge towards one another. And then there’s peace, of a sort. Look out for the chihuahua on the 4WD at the end.

Female champion in Mail On Sunday Battle

Male champion in Mail On Sunday Battle Scene

The voiceover: “From the dawn of Monday to the setting sun of Saturday an epic war rages… until suddenly harmony breaks out. Well out least for Sunday.”


The Battle campaign was developed at Bartle Bogle Hegarty (BBH), London, by creative director Russell Ramsay, art director David Monk, copywriter Matt Waller, and agency producer Sam Robinson.

Filming was directed by Traktor via Partizan, with producer James Tomkinson and director of photography Tim Maurice-Jones.

Men and women read Live and You in Mail On Sunday Battle

Post production was done at The Moving Picture Company (MPC) by producers Justin Brukman and Graham Bird, colorist Jean-Clement Soret, VFX supervisor Franck Lambertz, CG supervisor Vicky Osborn, and VFX team members Chrys Aldred, Paul Bayliss, Robin Carlisle, Ali Dixon, Adam Geffen, Miles Glyn, Lewis Guarniere, Henrik Holmberg, Duke Miller, Cenay Oekmen, Dean Robinson, Mark Robinson, Leila Smith, Greg Wilton.

MPC used the crowd simulation software ‘Massive’, which augmented the crowd of 200 shot extras to more than 5000 computer generated warring couples. The foreground crowd elements were meticulously roto-scoped to ensure that there was no ‘visible seam’ between the ‘real’ and ‘cg’ people when the virtual humans were later composited into the shots in Flame. Once the CG elements were composited in, the 2D team further enhanced the sequence adding atmospheric elements such as 2D smoke, sparks and dust particles. Moody, ominous sky replacements darken the clouds to add to the menacing tone. 2D Flags identify the warring factions. Matte paintings form the epic post battle field featured in the penultimate shots.

Editor was Rick Russell at Final Cut, London.

Females release toy dogs in Mail On Sunday Battle

Two Tribes Lyrics

When two tribes go to war
One is all that you can score