In Brief

The famous actor stars in a blockbuster-style movie trailer that praises the publication's new and events coverage.

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’.

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