Agency BBH has devised a three-minute tongue-in-cheek ad for The Guardian, which focuses on its weekend publications. ‘Own the Weekend’ starts with an introduction from Hugh Grant, who praises the newspaper for their commitment to integrity and sound journalism (a dig at News Corp maybe?).
Then it delves into blockbuster movie trailer territory with a series of spoof scenes that show the newspaper effectively ‘owning the weekend.’ The ad aims to promote the Saturday Guardian and Sunday’s Observer by suggesting that the papers give people so much to read and so much to do that the Guardian has trademarked the best part of seven days. It also highlights the new food and drink supplement ‘Cook’.
David Pemsel, chief commercial officer at Guardian News & Media, said:
We wanted to continue last year’s marketing successes by experimenting with a new, bold approach to January marketing in 2013. We’re delighted to have Hugh Grant on board, helping us create a fun and irreverent style which taps into the spirit of our weekend papers.
You can check out the new ‘Own the Weekend’ ad below: