The Sun has partnered with Paramount+ to create a 90s-inspired mock front page to promote the streaming service’s new original series, ‘Sexy Beast’.
The print campaign sees today’s edition (1 February) of The Sun newspaper sporting a specially-made mock front page and inside back cover double page spread reporting on the series’ event.
Featured in a fake paper named ‘The Currant Bun’ – rhyming slang for The Sun – a native article has even been written from the point of view of a journalist caught up in the show’s crime capers.
“This promotion is a graphic demonstration of the creative potential of print as well as the power of an integrated, cross-channel campaign,” The Sun commercial director Owen Griffiths said.
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“With our mock front page we’re bringing the era in which the programme is set back to life with original stories, graphics and even a 90’s themed crossword.
“Looking at our data we know that our audiences love gripping crime dramas like ‘Sexy Beast’ so we’re sure that they’re going to engage with this promotion in print and online.”
Developed in collaboration with media agency Wavemaker, the activation marks the first time a national newspaper has featured a mock front page of this type.
SVP Head of Paramount+ UK, Anna Priest added: “We’ve had a lot of fun bringing Sexy Beast to life with The Sun through this one-of-a-kind mock front page designed to take readers back to the nineties whilst creatively connecting with the criminal theme of the series.
“Its unique execution reflects our commitment to surprising and delighting audiences with blockbuster entertainment and marketing campaigns to match.”
