According to the Guardian, in a statement released on 29 February: The TV advert will illustrate the Guardian's new model of journalism through an ironic retelling of the classic fairy tale "The Three Little Pigs", and has been directed by Ringan Ledwidge who is widely regarded as the industry's leading commercial director. It premiered tonight (Wednesday 29 February) with a two-minute spot on Channel 4 and its associated channels at 10.10pm.
The campaign, which has been devised by award-winning creative agency Bartle Bogle Hegarty (BBH), will feature a series of TV, cinema, outdoor, press and digital ads. The TV ad will be exclusive to Channel 4 and all its channels. There will also be a 24-hour "takeover" of the UK YouTube homepage. The strapline - "The Whole Picture" - was first used in the celebrated "Points of View" Guardian ad in 1986.
The 2012 film recognises that the way people consume news in the digital age has changed dramatically and shows that the Guardian remains committed to producing outstanding journalism and giving our readers the whole picture - in whatever form they choose to receive it.
Every month the Guardian website reaches 30 million unique users across the globe, making it the fifth most popular newspaper site in the world. These users access the site on 63 million unique browsers or devices (source: Comscore Dec 11, ABC Jan 2012). Guardian content is being opened up to new audiences, as demonstrated by our Facebook app which has been installed over 6 million times and has 3.7 million monthly active users, of which 52% are 24 years old and under.
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."
Andrew Miller, chief executive officer, 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."
About the brand campaign
The 2 minute TV ad premiered on Channel 4 at 10.10pm on February 29th and will run as a 60 second ad from March 1st on Channel 4 and its associated channels. There will also be 60 second ads on 4oD. A 90 second cinema ad will run from March 5th for five weeks.
Creative work highlighting the ad will also feature on the UK YouTube homepage for 24 hours from midnight on March 1st.
Outdoor advertisements will feature on billboards in London and Manchester and press ads will run in our own paper as well as Grazia, Time Out and the Big Issue. The bought media has been handled by PHD, the media buying agency that won Campaign's Media Agency of the Year, 2011.
