By Noel Young, Correspondent

March 1, 2012 | 2 min read

The Guardian's new Three Little Pigs campaign, unveiled this week, didn't take long to make waves and draw praise internationally.

Selected as Ad of the Day by AdWeek, the US magazine started off by describing newspapers, in the digital age as being "in a death struggle to remain editorially relevant and financially solvent. "

Them comes the tribute, "So, it's a bit shocking, then, that a newspaper—that symbol of supreme irrelevance—has delivered one of the most bracingly, brilliantly relevant ads of 2012 so far.

"On its own, it won't save the newspaper business. But the Guardian's new campaign, from BBH, squarely acknowledges that old newspaper journalism is dead, and posits that the paper will lead the way in harnessing every aspect of new media—and the communities that sustain and evolve it—to build an entirely modern news-gathering service."

The ad's conceit is wonderful, says Adweek — imagining how the modern news media would cover the story of the Three Little Pigs boiling the Big Bad Wolf.

"The pigs are a metaphor for newspapers themselves—hounded by the masses, their ill-made houses falling down around them, caught in an existential crisis and fighting back to avoid getting slaughtered."

It quotes editor-in-chief Alan Rusbridger explaining the Guardian's commitment to "open journalism."

Adweek's verdict : Spirit counts for something, and the Guardian here, at the very least, is declaring that it won't go down without a fight.

PS: In a lead item on its website, AdAge also described the commercial as "brilliant."

PPS: It's our Ad of the Day as well!

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