Earlier this week, BBH London revealed the Guardian’s first TV ad in over 25 years. Using familiar story, The Three Little Pigs, the ad provides a contemporary twist on the classical tale which shows the Guardian as covering ‘the whole story’.
The modern day tale takes twists and turns which sees the paper cover it from all angles using social media, opinion poles, Twitter, YouTube and traditional media. The ad has been greatly received, with AdWeek nominating it as their Ad of the Day, and we can see why; the concept is genius. The fairy tale story is dropped into real life situations that we all recognise from the news today and highlights how things don’t always end as we expect them to. It envisions how the paper would cover the story of the Three little pigs and follows it as it develops.
We can see however why some opinions maybe split on the advert. The Guardian, usually known for the left wing opinions, is positioning itself as an “Open Journalist”. However, whether you agree or disagree with the papers stance, they have made a great leap forward. That being that they are recognising the uses of digital and social media and how to use it. Traditional papers that don’t do this will certainly see an early death.
We commend BBH for this inventive ad and bringing the Guardian back into the public eye after 25 years with an impressive bang.