Buy the Guardian and Observer, or Your Weekend Will Be a Complete Disaster

BBH ads get more blunt

BBH London expands its "We Own the Weekend" campaign for the Guardian and Observer's Saturday and Sunday newspapers with a pair of dark-humored spots that focus on the "Tech Monthly" and "Cook" supplements. In one spot, a guy is unable to control the destructive force of his high-tech "MegaGlove"; in the other, a woman's hosted luncheon ends poorly for all involved. Ah well, if it bleeds, it leads.

"If our initial campaign was designed to inform the public that the Guardian and the Observer own their weekend, this follow-up dramatizes the repercussions of resistance," says David Kolbusz, deputy executive creative director at BBH. "When you try to own your own weekend, things can turn out very badly. Frankly, I feel sorry for anyone who doesn't buy their papers."

The work maintains the high quality of the three-minute January launch film starring Hugh Grant. Still, I can't help feeling it's all for naught. No matter how smart its marketing gets, the newspaper business long ago got "owned" by digital media—every day of the week.

Credits below.


Client: Guardian and Observer

Director of Brand and Engagement: Richard Furness

Head of Marketing and Engagement: Toby Hollis

Product Marketing Manager: Charlotte Emmerson

Agency: BBH London

Creative Team: Gary McCreadie, Wesley Hawes, Matt Fitch, Mark Lewis

Deputy Executive Creative Director: David Kolbusz

Producer: Chris Watling

Strategic Business Lead: Ngaio Pardon

Strategy Director: Agathe Guerrier

Strategist: Alana King

Team Director: Jon Barnes

Team Managers: Fiona Buddery, Jonny Price

Production Company: Biscuit

Director: Jeff Low

Executive Producer: Orlando Woods

Producer: Kwok Yau

Director of Photography: Ed Wild

Postproduction: The Mill

Editing House: Final Cut

Editor: Ed Cheeseman

Sound: Factory

Sound Engineer: Sam Robson