With a huge amount of hype, both locally & globally, leading up to, and around the arrival of the royal baby. We wanted to create something from the absolute heart of the brand, more than a commemorative 25x4 ad tucked away inside the pages of the paper but something big & bold which created headlines itself and more importantly, made people smile. It would only work if it was a boy. We were bloody lucky. On 23 July 2012, The Sun was the UK’s best selling newspaper, selling 2,229,074 copies of The Son. It became a collectors item and people all over the world were talking about it.