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The concise daily newspaper from the owner of The Independent, i, is launching a TV campaign on 15 March.

Atomic London created the ads, in which people are shown stuttering and stammering when they try to take a viewpoint on complex issues such as the NHS or the royal family. This is in contrast with i readers, who have concise views on current affairs thanks to the paper. The first spot will break during an episode of Mr Selfridge on ITV and will also appear on Channel 4, Channel 5, ITV2 and Sky. The work was created by Matt Lee and Brian Riley, and directed by Simon Levene through Mustard. Media was handed by Walker Media.