https://www.youtube.com/watch?v=yNom_QAgWfw

The Times and The Sunday Times have partnered to create their first joint brand campaign (above), bringing to life the quality and focus of their journalism.

Created by CHI&Partners and News UK’s inhouse agency Team News, the campaign will break today (Tuesday) with a powerful 30” TV and cinema commercial. Featuring a montage of significant headline moments from around the world, the commercial uses the technique of isolating one unexpected sound from each scene, dramatising how Times and Sunday Times journalism gets to the heart of the story.

The spot was created by Team News’ Andy Peel and Greg Milbourne and CHI&Partners’ Dan Watts, and directed by Ivan Bird through Rattling Stick.

The TV and cinema work is supported by a print and out-of-home campaign that aims to spotlight the talent and rigour of Times and Sunday Times journalists. Using striking art direction and thought-provoking copy, the campaign celebrates the work of award-winning reporters and columnists including; A.A. Gill, one of Britain’s most respected restaurant critics; best-selling author Caitlin Moran; and controversial columnist Jeremy Clarkson.

John Witherow, Editor of The Times and a former Editor of The Sunday Times, said: “This campaign illustrates what The Times and The Sunday Times strive to achieve: to cut through the babble of rolling news and focus on the most revealing and robust stories, whether they are in Raqqa or Rotherham.”

Martin Ivens, Editor of The Sunday Times, said: “The Times and The Sunday Times share a commitment to editorial excellence and an unrivalled ability to get to the heart of the story. Long-running investigations and a fantastic breadth of coverage make us two of the most trusted and respected newspapers in journalism.”

Catherine Newman, Marketing & Sales Director for The Times and The Sunday Times, said: “This campaign powerfully illustrates the unique insight our titles provide, enabling our readers to always be well informed."

Sarah Golding, CEO at CHI&Partners, said: “It’s a huge privilege to be working with News UK again, and on such a significant campaign, bringing together these two iconic brands for the first time.”

Micky Tudor, Deputy Executive Creative Director, said: “This is a thought-provoking campaign which we hope will cut through the clutter and stand out in its own right, as well reflecting all the same qualities in The Times and The Sunday Times.”

The campaign follows the recent launch of a new combined website and two smartphone apps for The Times and The Sunday Times, when previous rolling news formats were replaced with an edition-based model, updated at set times throughout the day.

The Times was named Newspaper of the Year at the 2015 Press Awards, and in February 2016 was the only quality newspaper to grow its circulation year on year, while The Sunday Times remains Britain’s biggest-selling quality newspaper.