It immediately grabs the reader's attention and cuts cleanly through the World Cup marketing hype. The stunning cover is in fact a response-driving ad to promote Sony's Bravia television - a great idea cleverly executed.
The creative is a magic eye-style image designed to instantly catch the attention of the busy and tired commuting public. At first glance, the cover is simply a lot of brightly coloured footballs in various sizes floating around the page. A closer look reveals that the balls, which appear to come bouncing out of the players' tunnel, make up the profile of a footballer.
For predominantly male readers who tend to turn to the sports pages first, the inside-back cover lists the technical details of the Bravia, once again in bite-sized chunks. The opportunity to guess how many balls were used to create the image, for the chance to win a Bravia television, should manage to keep even the most exhausted commuter amused. Readers are directed to the Sony Microsite www.sony.co.uk/footballincolour, and invited to register a guess online.
'Football in colour like.no.other' ... indeed.
Agency: OgilvyOne.
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