The Guardian launched a major brand campaign to showcase its ground-breaking open journalism and multi-platform credentials.
The TV advert illustrates the Guardian’s new model of journalism through an ironic retelling of the classic fairy tale “The Three Little Pigs”, directed by Rattling Stick's Ringan Ledwidge who is widely regarded as the industry's leading commercial director.
The campaign was devised by award-winning creative agency Bartle Bogle Hegarty (BBH). The strapline - “The Whole Picture” - was first used in the celebrated “Points of View” Guardian ad in 1986.
The 2012 film recognises that the way people consume news in the digital age has changed dramatically and shows that the Guardian remains committed to producing outstanding journalism and giving our readers the whole picture - in whatever form they choose to receive it.