The Guardian last night unveiled a two minute TV ad, focussing on its open journalism credentials in a retelling of “The Three Little Pigs”, in which the pigs are accused of murdering the wolf – and The Guardian tries to get to the heart of the story.
Alan Rusbridger, editor-in-chief, Guardian News & Media, said: “The Guardian has championed digital innovation and a unique, open model of journalism. Open is our ‘operating system’ - a way of doing things that’s based on a belief in the open exchange of information, ideas and opinions and its power to bring about change. This campaign is designed to bring that philosophy to life for new and existing readers, to demonstrate its benefits, and to create a clear space of our own in the public mind.”
The ad by BBH premiered on Channel 4 at 10.10 last night, with other parts of the campaign including cinema, outdoor, press and digital ads. The TV ad will only be aired on Channel 4 and its related channels.
There is also a 24 hour takeover of the UK YouTube homepage.
Strapline “The Whole Picture” was first used in the “Points of View” Guardian ad in 1986.
Andrew Miller, chief executive officer at Guardian Media Group, said: “We’re giving voice to our brand at a time when the Guardian is evolving from a newspaper into a truly multi-platform, global and digital-first organisation. We are becoming even more focused on our consumers and customers, and beginning to shape our activity around a more sophisticated understanding of our audience. The aim is to reach progressive audiences and show them why they should spend time with us. We’ll also be talking to commercial partners about how they can benefit from our open model and our large, engaged and progressive readership.”