I used to work at an agency that had a box on the creative brief for 'tone of voice'. Whatever brand the brief was for, from cheese to vans, this box would usually include the same words: confident, professional, passionate, witty, friendly, etc. I don't recall ever seeing one that said 'tone of voice: apologetic'.

But the Evening Standard has taken the unusual step of apologising to its readers in a new brand campaign. I'm not a Standard reader so I'm not sure what to make of this.

But I wonder if this might inspire other brands to run campaigns apologising to their customers. What next?

RBS: 'We apologise for losing all that money'.
Cillit Bang: 'Sorry for letting Barry into your homes'.
Ryanair: 'Bollocks! We refuse to apologise for anything.'