Susan Credle, chief creative officer at ad agency Leo Burnett, says the most memorable spots don’t just make us laugh or cry; they change a conversation.
In February, the British newspaper launched this creative and compelling spot that showcases their multimedia credentials and “open journalism” philosophy. The 120-second ad follows the developing story of the Three Little Pigs, and visualizes how the paper would cover the story online and in print.
“Much has been said about the death of the newspaper,” Gelner says. “This epic film challenges that notion by putting world-class journalism and objective reporting at the center of the conversation. Regardless of where that conversation is taking place: on a tablet, in social media or printed in a good old-fashioned newspaper. It’s classic storytelling at its best.”
The TV commercial, which was developed by ad agency Bartle Bogle Hegarty (BBH) and directed by Ringan Ledwidge, did a tremendous job of making newspapers feel contemporary and relevant, Rudduck says. “Will The Guardian end up in purely digital form one day? Yes, but they still have to shift paper today and this is a spot that makes me want to get ink on my fingers.”
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