Two tabloids go to war, but not at all in the way you expect. Britain’s The Sun and Denmark’s B.T. have sparred over football – who’s going to trounce whom ahead of the Euros match between England and Denmark. It began when B.T. took out this advert in The Sun:
The Sun responded with its own advert in B.T.:
…and an editorial that tells the story like this: “THE sneaky Danes tried to catch out The Sun with a surprise raid but unlike old English King Ethelred The Unready we were, um, ready. Danish red-top B.T. took out an advert in this newspaper which shows a horde of angry-looking Vikings in front of their white on red flag with the caption: “We’re coming home.” But their stunt spectacularly backfired as we launched a swift counter-strike and placed a full page advertisement in their paper. Our advert — using Danish bacon shaped as an England flag — says: “We’re having you for breakfast.” B.T. was glorifying the Viking raids which started in the late 8th Century and terrorised England for 300 years. Many English kings — including the hapless Ethelred who ruled from 978 to 1013 — were chastised for being unable to put a defence up against them. Meanwhile, The Sun’s soothsaying wonder pooch yesterday backed England to bring home the bacon. Cockapoo Willow has correctly predicted all but one of England’s matches. She munched on Bratwurst ahead of the 2-0 win over Germany and snacked on a chicken Kiev as we thumped Ukraine 4-0. And she’s been homing in on a rasher or two in Baildon, West Yorks, before tonight’s clash.”
Read the full editorial here. https://www.thesun.co.uk/sport/15512311/love-denmark-england-bringing-home-bacon/ If you love writing it will be so worth it. It begins like with:
“We love Aragorn from Lord of the Rings. We love Jaime Lannister from Game of Thrones. We love your Scarlett Johansson* (*dad’s from Copenhagen).
We love Denmark’s Viking history. Its beauty. Its quaint, colourful houses.
Its funny coins with holes in. Its Lego. Its bacon, its beer, its pastries, its Lurpak. And its bacon. Did we mention that?
Generations of British kids have loved Hans Christian Andersen, the master Danish storyteller. But tomorrow night, Denmark, your fairytale ends.
We have utmost respect for your team. The moving way they shielded Christian Eriksen after his collapse — then rallied to turn in some great performances.
But enough now. You’ve had a good run. Tomorrow is England’s night.
Of course, it was an advertising idea. (Could you not tell?) Kudos to Pulse Creative London for a wonderful stunt.
Credits:
Client: The Sun
Marketing Director: David Sandall
Agency: Pulse Creative London
Creatives: Russell Ramsey, Rob Welch & Tom Atkinson
Designer: Matt Hunt
Artworking: Sam Walsh
General Manager: Benedict Pringle
Managing Director: Jim Dyer
Senior Account Director: Keith Drewrey
Media Lead: Jim Vander Meersch
Media Planning: Will McAvoy & Altima Listopad
