This Charming New Guardian Spot Captures a Perfect Weekend

Latest Film From BBH Continues U.K. Newspaper's 'Own the Weekend' Theme

Published on Sep 12, 2014

Editor's Pick

British newspaper The Guardian continues its "Own the Weekend" campaign, first launched in 2013, with this charming spot from BBH London.

Previous ads took a comedic approach, aping a blockbuster film trailer and focusing on the disastrous consequences of not reading The Guardian or its sister Sunday publication The Observer. This 90-second film is more of a delightful portrait of Guardian/Observer-readers' lives, charting a weekend from the moment the newspaper arrives on the doormat to the point at which it goes into the recycling bin on a Sunday evening.

While covering the various activities that could possibly be packed into a weekend (often with a wry humor), the spot also shows the newspaper throughout, whether it's being avidly read, crumpled on the floor or used as a bed for the cat.

The ad, which launches online today and in cinemas next week, was directed by Simon Ratigan out of HLA. It will be supported by a print and out-of-home campaign that will feature inspiring weekend landscapes all made with images from the Guardian/Observer archive.

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Sep 12, 2014
BBH London
The Guardian
Creative Team:
Michael Russoff
Creative Team:
AK Parker
Creative Team:
George Brettell
Creative Director:
Michael Russoff
Team Management:
Rebecca Levy
Strategy Director:
Simon Robertson
Strategic Business Lead:
Yen Yen Ho
Strategic Business Lead:
Zara Mirza
Chief Strategy Officer:
Jason Gonsalves
Olivia Chalk
Production Company:
Simon Ratigan
Richard Skepper
Director of Photography:
Martin Hill
The Playroom
Sound Director:
750 MPH
Michael Russoff
Michael Russoff
Print Producer:
Sally Green
James Townsend
Rob Wilson
Peter Quinnell

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