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The Observer newspaper is airing its first TV advertising from its

newly-appointed agency Mother this week, promoting its Observer Sport

Monthly (OSM) supplement.

A series of five commercials will air from Thursday and run throughout

the spring. The Observer is running its next OSM supplement on March

3.

The ads feature comedy cliches in golf, cricket, rugby and football.

The golf version features a commentator warning of a "notoriously fast

green" shortly before a golfer trips and slides quickly across it.

More Mother ads will follow promoting the Observer Food Monthly

supplement.

Guardian Newspapers appointed Mother to The Observer's £3.7m ad

account in December. Its previous agency for the paper was Ogilvy &

Mather.

Marketing director Marc Sands wants to carve out a more distinctive

personality for The Observer which does not enjoy the fierce loyalty of

sister paper The Guardian.

In the last ABC figures, in the year to the end of November 2001, the

Observer's circulation rose about 10% to 481,256.