Created by Pulse Creative, News UK's in-house agency, the spot brings together footage from various news contexts, ranging from a Donald Trump rally and Olympic cycling, to a bombed out urban scene in Syria, and a group of migrants coming ashore on a life raft.
White noise plays over the top of the video; it then falls quiet, and the text "cut through the noise to the stories that matter" appears on screen.
The TV ad is running alongside a digital and outdoor campaign that went live earlier this month, as well as online sampling and CRM activity to existing customers. The campaign launched in July.
The publisher said the drive had been launched to capitalise on the titles’ growth; the latest NRS figures, from June, show that The Times’ readership is up 14.2% year on year.
The ad was created by Micky Tudor and Andy Peel for Pulse, and directed by Ivan Bird through Rattling Stick. The media agency on the campaign was Mindshare.
Catherine Newman, marketing and sales director of the two papers, said: "The ‘Know your times’ campaign aims to demonstrate how our titles ensure readers are not just informed, but well-informed, about the fast changing world we live in today.
"This new positioning is also important for our advertisers – quality content matters to our audience and the quality of our audience matters to us. We are trusted by our readers and have a deep relationship with them, which creates a valuable, premium environment where brands can connect with consumers."
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