The Guardian - Own The Weekend

Classification: Creativity: 4,2;  Call to action: 3,7;  Empathy for the Brand: 4 Total: 4

The Guardian wants Britain to know it's taking over the weekend.

No, literally taking it over, to the point where Brits will soon be forced to refer to their days off as The Guardian and Observer Weekend.™

In this wonderfully over-the-top new clip below for its weekend publications, The Guardianenvisions a world in which it "owns" all weekend activities and conversations. "Never before has a company owned a day, let alone two days together at the end of the week," intones the faux trailer's Hollywood-esque narrator. "How do you 'own a weekend'? You don't. We do."

While BBH doesn't deliver the kind of gravitas here that earned The Guardian top ad honors last year—Adweek chose "Three Little Pigs" as the best commercial of 2012—this spot is still a great example of how its approach to marketing is keeping the newspaper front and center in the cultural conversation.

I'm not sure an introduction from an aging Hugh Grant really helps them in that, but hey, at least he worked for free.  (via adweek)

Credits

Ad Agency: BBH, UK

Creatives: Wesley Hawes, Gary McCreadie
Creative Director: David Kolbusz
Head of Film: Davud Karbassioun
Producer: Chris Watling
Assistant Producer: Pia Ebrill
Head of Strategy: Jason Gonsalves
Strategic Business Lead: Ngaio Pardon
Strategy Director: Agathe Guerrier

Strategist: Lynsey Atkin

Team Manager: Jonny Price
Team Assistant: Rishi Patel


Production Company: Biscuit Filmworks
Director: Tim Godsall

Executive Producer: Orlando Woods
Producer: Kwok Yau
DoP: Daniel Bronks
Post Production: The Mill

Sound Design: Sam Brock & Factory
Sound Mixing / Arrangement: Sam Brock, Sam Robson
Music: Library TBC