The Sun has launched a major ad campaign on the eve of the general election to promote its political coverage.
The paper, which has been one of the most vocal critics of Labour among the rightwing press, has launched a campaign urging people to vote.
In a press release the tabloid – which last week declared its support for the Tories with a front page showing David Cameron as a babe in arms with the line “It’s a Tory” – said the idea behind the campaign is that “wherever your allegiances lie, the Sun’s political coverage cuts through the bluster to empower people to vote”.
The ads, created by agency Grey London, run with the strapline “Helping Britain win the election” and use the hashtag #sunnation.
The Sun has extended the London-focused campaign, which saw some elements such as black cab and bus stop advertising roll out late last week, to include major locations such as Waterloo station, Piccadilly Circus and the Chiswick towers on the M4 motorway.
The digital ads feature themed copy such as at Piccadilly Circus: “Welcome to another chaotic circus, a manic cluster of people being bombarded by different messages, thousands of people not knowing whether to look left or right.”
Black cabs are running with ads including “Not the only swing seat in the country” on flip-up seats and receipts for customers with the message “Dear politicians. No fiddling”.
The Sun is not the only one pushing a “get out and vote” message – Channel 4 is shutting down E4 during the day on Thursday and instead is running ads to encourage more young people to vote.
