Solution

In targeting a younger audience, we shifted focus from conventional newspaper marketing with the suggestion of two colour magazines with a free news ‘supplement’. Based on the fact that more young people read freesheets, online news and colour supplements, it was fitting to invert the point of sale.

As the MoS produces two magazines, one targeted at each sex, we chose to depict the traditional battle between the sexes on an almighty, chaotic scale - a chaos to which only the Mail on Sunday can bring peace.

The ad ironically recalls the glory of 1066 as each side viciously flings stereotypical articles belonging to their gender at the other - lipsticks, Chihuahuas, footballs... But when emergency packages of MoS are thrown onto the scene, calm is regained as the men bury their heads in ‘Live’ whilst the women devour ‘You’.