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Rainey Kelly Campbell Roalfe/Y&R is rolling out a new branding

television campaign for The Times, as the paper seeks to boost its brand

profile within the market.

The ad launches on 12 August and stars the Cold Feet actress Fay Ripley

in a bid to cultivate a modern, dynamic image for The Times.

The first execution opens with Ripley turning on the taps in the

bathroom, only to be swamped in water. The endshot shows her sitting

calmly in a boat floating on a lake, reading a copy of The Times while

the strapline "What's important. Today's Times" appears on the

screen.

Andrew Mullins, Times Newspapers' marketing director, said that the

purpose of the campaign was to reinforce the paper's status as an

important, trusted brand and inject a fresh, modern image.

"The Times has been seen as an authoritative paper with gravitas, but it

is so much more than that today. The paper has moved forward but its

image has been left behind," he added.

"The campaign focuses on how the paper delivers what is important to

people in a time-scarce, information-orientated world."

The joint creative directors, Robert Campbell and Mark Roalfe, wrote and

art directed the campaign, which was directed by Peter Salmi through Joy

Films. Media planning and buying is through Carat.