News & Opinion

World Cup to Wimbledon: the best topical ads

This summer's sporting events have inspired some great timely ads in newspapers, including British Airways, Yorkshire Tea and Nike.

With 24.9 million multi-platform daily readers (according to latest PAMCo data) – over 13 million of which pick up a print newspaper everyday – it's no secret that newsbrands are the ideal platform for highly topical, contextual ads.

In the past week alone, there have been some cracking examples of newspaper ads tapping into sporting stories...

  • Paddy Power – Ahead of England's quarter final match against Sweden (cue reports of football bans at weddings), Paddy Power provided guests with the perfect excuse note
  • British Airways – With Sweden out and England in the semi-finals, 'It's coming home' was fast becoming an unofficial national anthem. BA's ticket ad was a brilliant response to football fever
  • Yorkshire Tea – England squad = all Yorkshire lads, according to Yorkshire Tea's sound reasons. Perfect placement too
  • Three – Following England's defeat, Three said it simply with emjois in the following day's Metro #stillproud
  • M&S – The 12th member of the team; Gareth's waistcoat took centre stage
  • easyJet –  Clever play on words as England flew into the semi-finals
  • Nike – An ode to Serena William's, an "honorary Londoner", from poet Bridget Minamore as the grand slam winner took to centre court

Take a look at all of the ads above.

by Jessie Sampson 12/07/18

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