TV is noisy. It’s crammed with talk, music, laughter and just for good measure a whole lot of extra sound effects.

And that’s just the TV ads.

CHI&Partners and News UK’s in-house agency, Team News, have stripped one ad of all that noise. So that just one sound remains in each clip. The clips are high action, high drama news footage. You expect them to be noisy.

Their sounds – a man’s panting in a bicycle race, a baby’s crying in a refugee scene – draw attention to the ad’s message, Cut through the noise to the stories that matter.

Aptly, just three clips are presented in the 30 second TV and cinema ad leading the campaign. Not all stories matter.

The ad is the first joint brand campaign for The Times and The Sunday Times in the UK. It aims to make the quality and focus of their journalism palpable.

The commercial was created by Team News’ Andy Peel and Greg Milbourne and CHI&Partners’ Dan Watts and Micky Tudor, and directed by Ivan Bird through Rattling Stick. It is supported by a print and out-of-home campaign spotlighting the talent and rigour of individual journalists at The Times and The Sunday Times.

John Witherow, editor of The Times and a former editor of The Sunday Times, commented, “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, added, “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.”

Micky Tudor, deputy executive creative director, CHI&Partners, noted, “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. The Sunday Times remains Britain’s biggest-selling quality newspaper.

Credits:

Agencies: CHI&Partners and Team News

Chief creative officer: Jonathan Burley

Creative directors: Robin Garton, Micky Tudor

TV creatives: Micky Tudor, Jonathan Burley, Dan Watts, Andy Peel, Greg Milbourne

Print creatives: Micky Tudor, Jonathan Burley, Dan Watts, Greg Milbourne, Andy Peel, Jim Bolton, Lance Crozier

Chief executive officer: Sarah Golding

Chief strategy officer: Neil Goodlad

Managing Director, Team News: Danny Josephs

Planner: Matt Nixon

Head of broadcast: Zoe Barlow

Producer: Adam Henderson

Account directors: Catrin Tyler, Hannah Jones-Walters

Account executive: Jess Sammonds

Production Company: Rattling Stick

Director: Ivan Bird

Production company producer: Emily Atterton

Post Production: STITCH Editing

Off-line Editing: Big Buoy

Audio: Wave Recording Studios

Media agency: Mindshare

Brands: The Times and The Sunday Times

Clients: Catherine Newman, Marketing & Sales Director, The Times and The Sunday Times

Jodie Jenkins, Head of Brand Planning & Strategy at The Times and The Sunday Times

Claudia Collins, Brand Marketing Manager, The Times and The Sunday Times