No sports tabloids in Russia have any distinct USP, but our suggestion that the paper is intuitively ahead of all others in bringing sports fans the latest news – "sports news faster than it happens" – carves a relevant and unique brand position for the paper.In our spots, the son – who reads Sports Daily and knows about sports events before they happen – shocks his father with his prophetic knowledge of sports news. Enhanced by his nonchalant attitude about it, the spots further dramatize why Sports Daily readers know the latest sports news, before all others.