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The Sunday Times is set to promote its sports coverage with a

humorous new TV and radio campaign through Rainey Kelly Campbell

Roalfe/Y&R.

Four TV executions feature an interviewer inviting sporting heroes from

football, Formula One and cricket to comment on their performances, at

what transpires to be an ill-timed moment.

One spot features a cricketer who has just completed his maiden test

double century. He steps from the field to be confronted by an

over-zealous interviewer keen to hear his first thoughts on the match.

His stint at the crease prompts the less-than-interesting comment that

he desperately needs the toilet.

Marion Rose, the marketing manager at News International, said: 'The

Sunday Times sports offering is second to none, and is tremendously

popular with our readers. This campaign illustrates the strength of our

sports coverage in an entertaining and comprehensive way.'

Chris Macdonald, a managing partner of RKCR/Y&R, added: 'We send up

these interviews to signal the quality and expertise of The Sunday Times

sports section.'

The campaign was written and art directed by Ben Short and his brother

Cameron. It was directed by Johnny Maginn through Great Guns. Media

planning and buying is through Carat.