The advertisement campaign for the paper was carried out by BBH (Bartle, Bogle & Hegarty), who came up with the slogan "No tits but a lot of balls", in an attempt to distance the paper from those with images of topless women, and emphasise an overt political agenda not usually associated with tabloids. The slogan offended the feminists working on the paper and was subsequently dropped, though an element of the idea survived for the TV advert. The slogan used was "The paper that bites back".