Leicester City’s football team recently went from being 5,000-to-one outsiders to the winners of the Premier League. The victory captured the hearts of fans and non-fans alike, providing “fairytale newspaper coverage” for a “fairytale victory,” according to Roy Greenslade in the Guardian.
Alongside the exultant headlines, there were some very clever and funny ads in the following morning’s newspapers. Walkers (rebranded as Winners “Salt and Victory”) played on Gary Lineker’s pledge — made early in the season — that he’d present Match of the Day in his underwear if Leicester won the league.
Captain Morgan declared that for the day there was #OnlyOneCaptainMorgan, with Wes Morgan (in full pirate garb) posing with a football on the rum bottle’s label.
As these examples show, newspapers give brands the opportunity to align their product or messaging with headline news, creating relevant and tactical advertisements, which capitalise on topicality.
Read more on tactical print adverts here or view more creative examples here