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The Sunday Independent wishes its readers a Merry Christmas in first Christmas Brand ad

by Maria Flood in Advertising, News

Advertising, News

Debate, discussion, opinions and memories… It is the conversation and great stories of our time that bind and connect us. For more than a hundred and ten years, the Sunday Independent has published powerful content by iconic Irish writers and personalities – content that has changed the course of history and politics, roused debate and connected with those that immersed themselves in it.

As home to Ireland’s favourite Sunday newspaper, we at INM are proud to reveal our first ever Christmas television advertisement to thank our readers for their loyalty this year.

The campaign signifies the personal relationship and affinity many readers feel with their favourite columnists. This is a relationship that has been built through our readers’ ritual of 101 minutes of pure unadulterated reading time each Sunday. Each off-camera passer-by represents our loyal audience, and each expression of Happy Christmas is our nod to them – a thank-you for their loyalty and support throughout the year. The 30 second ad was filmed over the past three weeks and features eight iconic Sunday Independent writers wishing viewers a “Merry Christmas” as they walk through the busy streets of Dublin, before it concludes in Rachel Allen’s Cork kitchen.

Geoff Lyons, Commercial Director, Independent News and Media said: “At this time of year it’s important to reflect on the past twelve months, which has seen great results for the Sunday Independent. That is down to the loyalty of our readers and the calibre of our writers. Readers of the Sunday Independent have a very personal relationship with its writers, and we wanted to take this opportunity to wish all of them a Merry Christmas.”

Created by Bonfire Productions, creative directors Ian Doherty and Sean Hynes worked closely with production company Nomos Productions to complete the first Christmas ad for the Sunday Independent. Robin Murray directed the advert and it was produced by Marc Dillon.

Our in house digital design squad added an extra personal touch through the production of a video billboard and mobile mpu which hero each columnist along with our InArticle ad format. The ads will run contextually alongside the relevant articles ensuring that our loyal readers, no matter what their news source of choice may be will be wished a very merry Christmas.

Chris Gordon, INM Ad Ops Lead gives the low down on InArticle ‘The InArticle ad format is the most popular of the outstream formats and offers the opportunity to display Video advertising alongside premium editorial content. The format involves a video player containing an advertisement opening within an online article when the ad is at least 50% in view for the user. The user remains in full control of whether to engage with the advertisement or proceed with the content. Sound is initiated only on mouse-over and closing when the advertisement is complete. The size of the player is responsive to the margins of the article, so that the ad fits naturally onto any webpage. Boasting very strong Viewability and Completion rates, the InArticlePlayer is a great format that can be utilised on Desktop or Mobile making it a great option for video advertising for all brands’

For every story that made you laugh, shout or even shed a tear – all of us at Ireland’s largest newspaper would like to thank-you for your support in 2016– and hope you have a Merry Christmas and Happy New Year.


Take a sneak peak behind the scenes below:

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