Grey puts a big smile on the ugly face of the Sun

Who would have thought it – an ad from Grey, for the Sun, featuring a cutesy six-year-old child (none of which have featured strongly on yours truly’s Like button in recent years).

Not quite fair, WPP’s Grey (in New York as well as London) has morphed into the most unlikely of creative hot shops recently with work for the British Heart Foundation, Vodafone Ireland and others. And it triumphed in an internal WPP pitch for News International last year.

But as for the Sun…The Murdoch-owned Sun, the fabled ‘currant bun’ of yore, is up to its neck in the phone hacking and other scandals and may yet find itself in even more trouble for the disgraceful way it led the mob in the Police Federation’s outrageous hounding of former Tory chief whip Andrew Mitchell (above). So a new Sun commercial should have us all reaching for the nearest sick bag.

I guess you either like performing children in the service of supposedly grown-up products or you don’t. In this case the Sun’s ‘Big Smile Giveaway’ which is an attempt to cheer us all up in gloomy January. The campaign will include a national tour by the Sun’s ‘Smile Squad,’ which sounds like an opportunity to bring out the tar and feathers.

But against such headwinds Grey has created a winning new ad.

It was directed by former Fallon creative director Andy McLeod for Rattling Stick.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. There’s something distasteful about this advert