The Sydney Morning Herald and The Age Open Your Mind in Latest Spot

The Sydney Morning Herald and The Age have revealed a major brand and subscriber campaign focused on their brand purpose – to foster independent thinking and open understanding.  

The new campaign, created by advertising agency BMF, will run across television, BVOD, cinema, digital, social, outdoor and print. It aims to highlight the broad, independent perspective provided by the newspaper’s journalism. 

The creative highlights the role both mastheads play in sparking public debate and  discussion in Australia and features their award-winning photojournalism. 

The 'Minds Wide Open' platform champions the benefits of Australians tuning into different perspectives, offering balanced news in a category of bias. 

It comes after a year of record subscriber uptake in 2020 for both The Sydney Morning Herald and The Age as readers turned to trusted news and information amid the COVID-19 pandemic.  

“2020 was a year of significant growth for our brands. In 2021, we need to assert our role in provoking the conversations Australia needs to progress, beyond the relentless news cycle. Both to create and retain tomorrow's subscribers,” said Kristen Turner, Nine’s head of consumer subscriptions. 

“Our new campaign draws on extensive customer insights and speaks to the incredible journalism we produce. It also speaks to the unique role The Sydney Morning Herald and The Age play within our political and social discourse. We believe the distinct and bold platform BMF has created will strengthen our position as Australia’s leading mastheads and continue to drive connection and growth for our brands.” 

The campaign television commercial directed by Patrick Clair – winner of two Emmy Awards for Outstanding Main Title Design for his work on True Detective and The Man in the High Castle – takes aim at closed minds everywhere. 

“As Aussies we value being open as a culture, but our ability to understand differences has been fading due to filter bubbles and echo chambers. The Herald and The Age offer balance over bias, reporting from the centre, not a side to inspire debate over division,” said Christina Aventi, BMF chief strategy officer. 

“Every day, Sydney Morning Herald and Age journos pry open the truth and are unflinching  in the face of threats. We hope this campaign does justice to their grit and resolve,” said David Roberts, BMF creative director.