Three Little Pigs - Guardian

I was at the cinema yesterday when my attention was caught by a 'Black-Mirror' type advert. Despite the obvious plugs I genuinely thought this was some sort of film trailer, so was shocked when I realised it was to advertise The Guardian.



All this to advertise a newspaper? It seems like a lot of money and effort. But maybe that's the point, it does do the trick. It seems to rally and create an excitement surrounding The Guardian by linking to the masses, to people and twitter. The twitter aspect especially seems to signal the newspaper doesn't want to fight against it, but instead embrace it. The Guardian is seeming more like a brand, highlighting its own importance instead of trying to 'sell' itself. I really like the use of text throughout this video, it's incorporations into the sequence seperate it from quite a lot of other videos and adverts out there, but still implies 'news' and deliverance of information. It's a good illustration of the range of media platforms information is shared at whilst making The Guardian, seem integral.

By using the story of the three little pigs, the advert has connected the audience with something most will know easily, therefore capturing their attention as a childhood tale is taken apart and twisted. The audience becomes curious as to whats happening, it's quite dramatic and interesting, which is what the advert wants us to associate with the news.

Overall this advert seems to be commenting on the state of news and it's coverage (as well as the public's input) in a slightly dark and in a way, dystopian style. It's effective, if a little bleak.