The Sunday Times is the only paper with 12 diverse sections; this campaign needed to get consumers reading more of them, more often. The paper’s diversity is its strength as it has something for all your needs; encapsulated in the Big Idea, ‘For All You Are’.This ad launched the ‘For All You Are’ idea using acting legend Peter O’Toole to present the many facets of his own fascinating life. It highlights that he has been ‘many men’ in his life (real and acted), so the multi-faceted Sunday Times is the perfect paper for him as it shares his diversity.