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The Guardian - UK

Monkey

Daily Mirror's Christmas video is sure to get ears a-ringing

The Daily Mirror’s Christmas video

The Daily Mirror is to drop the letter “l” from its masthead in a cryptic festive message in its Christmas Eve edition. Readers will be urged to uncover what Christmas-themed hi-jinx the paper is up to – there’s “no-el” in Daily Mirror, geddit? – by going to its website to watch a video. Yes, the Mirror has done another one of those cringeworthy films, this time featuring its staff singing The First Noel. Zoe Harris, Trinity Mirror’s marketing chief, says she wanted a “creative way” to say Merry Christmas using the “surprisingly vocally talented editorial team”, adding: “The activity also reinforces the Mirror’s intelligent approach whilst showing the disruptive power of our media.” Monkey is not so sure whether it’s a Christmas cracker or a lump of coal for readers.

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