News & Opinion

News UK promotes 'Know your times' campaign during ad break of Channel 4 Trump series

To promote the next stage of its 'Know your times' campaign, four 30 second spots will appear tonight during Channel 4's Trump: An American Dream, a new prime-time four-part series.

The spots will feature 30 second clips from a series of speed debates with columnists from The Times and The Sunday Times demonstrating how its writers represent a diverse range of opinions. The ads are part of a new integrated TV, radio, online and outdoor advertising campaign that focuses on the newspapers' premium positioning and commitment to in-depth reporting and analysis. The campaign, created by Pulse Creative and CHI & Partners and produced by Sassy Films, will challenge readers' perceptions of the titles and help them realise their value.

Daniel Finkelstein, Sarah Baxter and Matthew Syed will appear in the first ad break of the new Channel 4 series to debate Trump's presidency. The second and third ad breaks will feature speed debates on Brexit and politics with a trailer at the end of the programme for the speed debate series. With #knowyourtimes, viewers will be encouraged to join the conversation in the ad breaks. The full-length versions of the speed debates will all appear on a dedicated content hub together with three articles on the subject available to subscribers and non-subscribers.

Channel 4 viewers will be able to see the films on the broadcaster's on demand channel All 4 where they will feature within the interactive VoD ad format 'Ad Elect'. The 30 second versions of every debate will be seeded out digitally and via social media.

In the run up to the TV ads, the Know your times campaign has appeared on TV, radio, online and out of home including bus sides which will reach half the country. The creative for the campaign features a series of smart and witty statements that underline the titles' diversity of opinion:

  • We agree to disagree. Our writers aren't afraid to challenge each other's thinking
  • Don't read everything you believe. A full range of opinions to challenge your thinking

The ads also appear on social media with the statement:

  • Meanwhile, outside the echo chamber. A full range of opinions to challenge your thinking

Victoria Bell, interim CMO of The Times and The Sunday Times, said: "The Know your times campaign has been hugely successful for us and this latest phase is focused on communicating how, thanks to the diversity of our writers' opinions and our quality journalism, our titles help our readers stay well informed. We make some bold claims in our creative and the speed debates will prove to viewers that our writers aren’t afraid to challenge their readers and each other's opinions." 

Danny Peace, agency principal at Channel 4, added: "This campaign is a great example of how advertisers can use our programme brands to inspire an innovative and truly engaging campaign. The debate aligns perfectly with Channel 4's public-service remit to represent a diverse range of voices."

by Lydia O'Neill 09/11/17

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