We Brits are famous for our stiff upper lips, that reserved composure that ensures we keep our heads when all around us are losing theirs. But there are some things that will get us riled up: football, politicians, sleaze and scandal. Now one controversial newspaper is trying to get us back to talking about these, and not their own indiscretions.
Lately The Sun has spent more time in the news than reporting it. Allegations of phone hacking and bribing public officials have sullied the reputation of what was once Britain's best loved newspaper.
Now the tabloid is hitting back, reminding us of all the other things that Brits love to read and gossip about with two slick new ads. Both star a tubby, bearded everyman figure walking briskly through the scenery, waxing lyrically about the things the nation loves and loathes.
In the first ad, he struts down a typical high street raving about "supporting our troops, singles mums, policing and how to tone your bums".
He continues on to offer money off petrol, holidays and family days out, rapidly followed by advice on cooking sprouts. Then comes the paper's famous Page Three girls in the form of "Kerry from Daventry shaking maracas" closely followed by "half-naked footballers in their undercrackers".
The second ad sees our hero strutting through the terraces, reciting verses about the highs and lows of the football season. "You'll cheer, you'll jeer, you'll get tears in your beer, it's going to be a belter, get involved this year".
Put together by Grey, the two ads have run on TV and found fans online. The high street clip has garnered over 8,000 views, while the football clip has attracted 2,000 in five days.
They may not be earning massive audiences, but the message is clear: The Sun hasn't set yet.
The Sun - Get Involved
The Sun Football - Get Involved