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Viewers of Channel 4's 'Ten O'Clock Live' were given a real treat with the launch of The Guardian's first major brand positioning TV ad for more than 25 years, a twist on the tale of the three little pigs, with the aim of showcasing the Guardian's multimedia credentials and open journalism philosophy.
The ad appeared 'first in break' and was announced; "Channel 4 presents an advertising exclusive". There followed two minutes of gripping action which told the developing story of three little pigs being arrested in a police raid; a story being told via the Guardian's coverage, interaction with readers and internet users, and through the newspaper, website, blogs, tweets and video. However, everything is not as it first seems, which itself is a nice reference to the Guardian's classic 1986 'Points of View Campaign".
Written by BBH's David Kolbusz, Matt Fitch & Mark Lewis, and directed by Rattling Stick's Ringan Ledwidge, this is a great example of how great TV advertising can both entertain and communicate a complex set of ideas. There's a lot to see and appreciate in there too, so this is an ad you would want to watch again and again.
The launch slot chosen by PHD, and promoted earlier in the week with 10 second TV teasers, was really appropriate too. 'Ten O'Clock Live' is C4’s satirical look at the week’s news and is, as its title suggests, broadcast live, so bang up to the minute. It also features two Guardian columnists in David Mitchell and Charlie Brooker.
At the end of the ad we saw the same channel creative that introduced it, helping to frame the "Three little Piggies" as a showcase piece.
So, there we have it; amazing creative, presented as an event in a really appropriate environment: excellent work.
The Guardian's "Three Little Pigs" TV commercial marks the start of an advertising campaign that will also include outdoor advertising, cinema, press, and a 24 hour YouTube homepage takeover in the UK.