The campaign will run for six months across TV, digital, social, print and outdoor and will launch tonight with a 30 second commercial in the Coronation Street break.
Under the strap-line #Madeuthink, the new creative – which includes three TV ads - continues to assert the Mirror’s strong point of difference from the rest of the red top market.
The TV, outdoor and print ads use impactful visual metaphors to demonstrate how the national news brand has a more in depth perspective than other tabloids, say the publishers.
Social and digital executions of the campaign work to reinforce the Mirror’s role as a trigger for stimulating thought.
Zoe Harris, Trinity Mirror’s group marketing director said: “The ads are fun, engaging and thought-provoking and perfectly capture the essence of what the Mirror is all about.
“This builds on the success of last year’s activity, and evolves the brand’s unique position as the tabloid with a brain.”
The campaign was created by Quiet Storm, led by Founder and Executive Creative Director, Trevor Robinson, and planned by Carat Manchester.
Trevor Robinson, from Quiet Storm said: "It's very exciting moving the #Madeuthink campaign on, we've really enjoyed creating something that is entertaining whilst also driving home what makes Mirror truly different."
Following the successful pilot of Benefits Street – a series of animated style ads – the Mirror will also continue to run, on digital platforms, topically-branded content that hijacks the news agenda.
