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The Sun 'Hum Dinger'

Agency: Brothers and Sisters

Client: The Sun

It’s a funny old world with The Sun. Open the paper and strangers burst into song with you.

The newspaper is giving away Quantum of Solace branded MP3 players to promote the upcoming James Bond film, but has opted for a cheeky chappy, roll-out-the-barrel mood in place of the suaveness usually associated with 007 for the 'Hum Dinger' campaign.

The 30-second and 10-second TV spots, which first screen this afternoon, start with a Sun reader humming the Bond theme as he walks down the street reading The Sun and listening to his free MP3 player.

The presence of The Sun transforms the scene so everyone on the street ends up joining in, singing in unison to the well-known theme tune. The campaign will also run on radio and national press.

The TV spot was written and directed by Brothers and Sisters’ Mark Harris and Sam Washington, the creative minds behind the agency’s ‘We’ve Got Balls’ campaign for The Sun last summer.
Andy Fowler, creative director, Brothers and Sisters comments, “Free Bond branded MP3 players to all Sun readers is a quality offer, with a tremendous feel-good factor. We wanted to create a campaign that reflects The Sun’s commitment to putting a smile on Britain’s face.”
Allan MacCaskill, Head of Brands at The Sun, added, “The brief to Brothers and Sisters was to show the huge amount of entertainment offered by The Sun everyday. The ad communicates the MP3 offer and is delivered with the upbeat optimistic tone of voice and humour that only The Sun can offer.”

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