A Trapped Butterfly Is an Eerie Metaphor for Journalism in The Guardian's New Ad

It's part of the publisher's push to reach 2 million paying supporters by 2022

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From Brexit to climate change to next year’s U.S. presidential election, there is certainly no shortage of pressing issues for journalists to cover every day.

But as news organizations as a whole struggle to monetize, a number of publishers—including The New York Times, Washington Post and CNN—have in recent years turned toward ad campaigns to remind the public of the crucial role that journalism plays in society.

The Guardian is the latest publisher to do so. In a 60-second spot created by Uncommon, the agency founded two years ago by former Grey London execs, a simple yet chilling scene unfolds: a butterfly, trapped alone in an empty, dark room, continually flies into a window in hopes of breaking free.



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