Ad of the Day: The Guardian

The British newspaper wants to own the weekend. No, really, own it

The Guardian wants Britain to know it's taking over the weekend.

No, literally taking it over, to the point where Brits will soon be forced to refer to their days off as The Guardian and Observer Weekend.™

In this wonderfully over-the-top new clip below for its weekend publications, The Guardian envisions a world in which it "owns" all weekend activities and conversations. "Never before has a company owned a day, let alone two days together at the end of the week," intones the faux trailer's Hollywood-esque narrator. "How do you 'own a weekend'? You don't. We do."

While BBH doesn't deliver the kind of gravitas here that earned The Guardian top ad honors last year—Adweek chose "Three Little Pigs" as the best commercial of 2012—this spot is still a great example of how its approach to marketing is keeping the newspaper front and center in the cultural conversation.

I'm not sure an introduction from an aging Hugh Grant really helps them in that, but hey, at least he worked for free.

CREDITS

Client: Guardian


Campaign: "Own the Weekend"

Agency: BBH, London


Client Credits

Chief Commercial Officer: David Pemsel


Director of Brand and Engagement: Richard Furness


Product Marketing Manager: Charlotte Emmerson



BBH Creative Team: Wesley Hawes, Gary McCreadie


BBH Creative Director: David Kolbusz


BBH Head of Film: Davud Karbassioun


BBH Producer: Chris Watling


BBH Assistant Producer: Pia Ebrill


BBH Head of Strategy: Jason Gonsalves


BBH Strategic Business Lead: Ngaio Pardon


BBH Strategy Director: Agathe Guerrier


BBH Strategist: Lynsey Atkin


BBH Team Manager: Jonny Price


BBH Team Assistant: Rishi Patel



Production Company: Biscuit Filmworks


Director: Tim Godsall


Executive Producer: Orlando Woods


Producer: Kwok Yau


Director of Photography: Daniel Bronks

Editor: Bill Smedley

Edit House: Work


Postproduction: The Mill


Sound Design: Sam Brock, Factory


Sound Mixing, Arrangement: Sam Brock, Sam Robson


Music: Library TBC 



Media Agency: PHD