The 90 second ad, part of the “Get Involved” campaign, will focus on The Sun’s role as a conversation starter and opinion former for its readers.
The ad is a “one take” walk through “everyday Britain” and touches on all The Sun’s content, from gossip, to news and sport.
It premieres on Saturday during the ITV show and is accompanied by a second ad focusing on the new football season and a call to get involved. Both ads feature the Rizzle Kicks track Traveller’s Chant.
The campaign also embraces print and digital activity and is the first work for the brand by advertising agency Grey London.
Nick Stringer, director of marketing communications at 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.”
The Guardian credits its recent “Three Little Pigs” campaign, featuring an inventive television ad, with raising the brand’s profile.
The Sun’s average net circulation for June was 2.58 million, down 1.08 per cent month on month and 7.65% year on year. The ABC circulation figures for July are expected tomorrow (17 August).