News Corp Australia has recruited Australian comedy legend Barry Humphries to star in a new multi-million dollar campaign promoting the digital and tablet editions of News Corp’s metro mastheads.
The eight week campaign features Humphries and his two alter egos, Dame Edna Everage and Sir Les Patterson, and promotes the digital offerings of Daily Telegraph, Herald Sun, Courier-Mail and The Advertiser.
Damian Eales, News Corp Australia’s managing director of metro and regional publishing, said Dame Edna and Sir Les are “national living treasures” who will appeal to the company’s broad readership.
“The aim of this campaign is to showcase the rich and immersive experience of our digital editions as well as the breadth and depth of news, sport and entertainment our subscribers have access to every day; all in a funny and engaging way,” Mr Eales said.
Model and Myer ambassador Jennifer Hawkins makes a cameo appearance in the campaign while Humphries and his alter-egos demonstrate various uses and features of News Corp’s tablet offerings, including the ability to complete crosswords and sudoku.
The tongue-in-cheek promotion marks the first time Humphries, the eccentric Dame Edna and the lecherous Sir Les have appeared together in an advertising campaign.
“We are all avid consumers of news, and the controversial Sir Les has hit the headlines more often than Kim Kardashian’s posterior,” Humphries said.
“It is gratifying to me to know that now, by a perusal of the digital editions, I can keep track of this famous political maverick and scallywag, as well as relishing Dame Edna’s cutting edge pronouncements on all subjects at any time of the day and night, and on any device.”
The campaign will be run across social media, digital, TV and print starting from this Sunday and was created by creative ad agency Archibald Williams.