DLKW uses nursery rhyme for FT Budget ads.(Delaney Lund Knox Warren and Partners, Financial Times Ltd. campaign promoting Special Budget Edition )(Brief Article)

The Financial Times is using Tony Blair, Gordon Brown, and an altered version of the nursery rhyme 'there's a hole in my bucket', in a campaign to promote its Special Budget Edition on 10 April, which is traditionally the paper's biggest-selling issue of the year.

The campaign, through Delaney Lund Knox Warren & Partners, will use media including press, posters, radio and a fleet of ad vans, which will drive throughout the City of London.

The purpose of the push is to raise awareness of the budget announcement and the FT's expertise on the subject.

Print work features a caricature of Gordon Brown, inspired by a drawing by the FT illustrator James Ferguson, holding the red budget briefcase with a hole in it and the strapline: 'There's a hole in your budget dear Gordon, dear Gordon.'

The radio spot alters the lyrics of the nursery rhyme and uses Jon Culshaw, an impersonator from the BBC show Dead Ringers, to impersonate Brown and Blair. The duo agonises, in song, over how to repair the hole in the budget.

Explaining the media strategy, ...