��������pk10

The Mirror has borrowed Jimmy Kimmel's "celebrities reading mean Tweets about themselves" format for a new campaign challenging the public to prove the paper stupid.

Quiet Storm created the ads, which will debut on TV during The X Factor on ITV on 24 September. In the first spot, the editor-in-chief, Lloyd Embley, challenges the public to prove him and his staff wrong about the Mirror being an intelligent tabloid. In another, Mirror staff read mean comments written about them on Twitter. In weeks to come, the spots will feature readers attempting to answer questions based on the paper's coverage to prove they are more intelligent than the tabloid they’re criticising. The work follows a previous campaign by the paper that juxtaposed the line "Made you think" with confusing images to position the paper as a tabloid with brains.