Whether they make you cry, laugh, or reflect, brands are using newspapers — both print and digital — to engage with wide and diverse audiences.

No matter the circumstances, news publishers connect brands with a massive 37 million people in the United Kingdom every day. Trusted news environments provide brands with a quality space to advertise.

Here are a few of my favourite print ads from the year so far. I hope you find them as cool, creative, and inspiring as I do.

Tesco

Sorry isn’t always the hardest word. But then again, it is easier to apologise on behalf of someone else. This is exactly what Tesco did. The UK supermarket chain said “sorry” to the customers of other providers, as they face an increase in costs in the spring.

Subway

The fast-food giant received bad press after a lawsuit suggested its tuna sandwich was “devoid of tuna.” Subway refused the allegations and launched an ad campaign to set the record straight. The ads had one simple message: “Ok, it’s not tuna. It’s 100% wild, pole, and line caught tuna. Always has been, always will be.”

ITV

“If the world can see, the world can change.” The ad by ITV highlights the power and importance of journalism. It features Robert Moore, a journalist who found himself at the heart of the Capitol storming in January and emphasises the UK news channel’s aim to bring news and viewers closer together.

Oatly

One for the dads! The long-form ad encourages young people to talk to their dads about milk alternatives. “Help Dad” uses humour to get through to consumers about the importance of climate change and the need to alter food habits. Part of the campaign includes a Web site with stats and tips, which kids can use to talk to older generations about the impact of animal-based goods on climate.

Paddy Power

This made us all laugh at Newsworks. Timed to perfection — just as U.S. President Donald Trump was about to step down — the ad appeared next to a story with the headline “Over & Don.” A witty choice of copy for the gambling company.

Netflix

To promote the streaming service’s new movie “The Dig,” a story that uncovers the magic of the Sutton Hoo medieval burial sites, Netflix ran an ad that mimicked a front-page ad. It was visually similar to one that was actually printed on July 29, 1939. 

Creatively, the ad is a real eye-catcher and nicely plays on the historical impact of the storyline.

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