The Times and Sunday Times Cut Through
The Times and The Sunday Times have partnered to create their first joint brand campaign, bringing to life the quality and focus of their journalism. A 30 second TV and cinema commercial features a montage of significant headline moments from around the world. Using the technique of isolating one unexpected sound from each scene, the commercial dramatises how Times and Sunday Times journalism gets to the heart of the story. The Times and Sunday Times Cut Through commercial will be supported by a print and out-of-home campaign spotlighting the talent and rigour of individual journalists.
The campaign follows the recent launch of a new combined website and two smartphone apps for The Times and The Sunday Times, when previous rolling news formats were replaced with an edition-based model, updated at set times throughout the day.
John Witherow, Editor of The Times and a former Editor of The Sunday Times, said: “This campaign illustrates what The Times and The Sunday Times strive to achieve: to cut through the babble of rolling news and focus on the most revealing and robust stories, whether they are in Raqqa or Rotherham.”
The Times and Sunday Times Cut Through Credits
The The Times and Sunday Times Break Through campaign was developed at CHI & Partners and Team News by chief creative officer Jonathan Burley, creative directors Robin Garton, Micky Tudor, creatives Dan Watts, Andy Peel and Greg Milbourne (print and TV), Jim Bolton and Lance Crozier (print), CEO Sarah Golding, CSO Neil Goodlad, Team News managing director Danny Josephs, planner Matt Nixon, head of broadcast Zoe Barlow, producer Adam Henderson, account executive Jess Simmonds, account directors Catrin Tyler and Hannah Jones-Walters working with The Times and The Sunday Times marketing and sales director Catherine Newman, head of brand planning and strategy Jodie Jenkins, brand marketing manager Claudia Collins.
Sound and music were produced at Wave Studios by sound engineer Tony Rapaccioli and composer/arranger Nick Rapaccioli.
Media was handled at Mindshare by business director Charlotte Jeffries.