The Sun goes back to the 90’s for ‘Sexy Beast’ promo

'sexy-beast'-The-Sun-Paramount+

The Sun and Paramount+ in the UK have partnered for a media-first mock front page promotion for the global streamer’s new original series, ‘Sexy Beast’.

The campaign, launching today (Thursday 1 Feb), will see The Sun’s print edition carrying a mock front page and inside back cover DPS reporting on the events of the series with the fake paper branded as ‘The Currant Bun’, a long-held nickname for the people’s paper, as well as a native article to accompany the print element.

’Sexy Beast’

Sexy Beast explores the origins of Gal and Don’s complicated relationship as they find themselves descending into the seductive madness of the London criminal world during the vibrant and volatile 1990s, while Gal’s budding relationship with DeeDee threatens everything in their world.

To tie in with the series’ timeline, the mock front page will be dated 1992, with the graphics and stories designed to match the era.

This will be the first time that a national newspaper has carried a mock front page in this way and the execution will be supported on thesun.co.uk.

The promotion was developed in collaboration with Paramount+ and their media agency Wavemaker.

This inventive campaign for ‘Sexy Beast’ reflects Paramount+ UK’s ethos of driving innovation, pushing boundaries and reimagining possibilities.

Owen Griffiths, Commercial Director of The Sun, said: “This promotion is a graphic demonstration of the creative potential of print as well as the power of an integrated, cross-channel campaign.

“With our mock front page we’re bringing the era in which the programme is set back to life with original stories, graphics and even a 90’s themed crossword.

“Looking at our data we know that our audiences love gripping crime dramas like ‘Sexy Beast’ so we’re sure that they’re going to engage with this promotion in print and online.”

Anna Priest, SVP, Head of Paramount+ UK, said: “We’ve had a lot of fun bringing Sexy Beast to life with The Sun through this one-of-a-kind mock front page designed to take readers back to the nineties whilst creatively connecting with the criminal theme of the series.

“Its unique execution reflects our commitment to surprising and delighting audiences with blockbuster entertainment and marketing campaigns to match!”

Episodes 1 to 4 of Sexy Beast are available to stream now on Paramount+.