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The Guardian - 3 Little Pigs Ad

by Mark Andrews Banned
14 replies
Unusual ad just released by the Guardian Newspaper in the UK.

Guardian open journalism: Three Little Pigs advert - video | Media | guardian.co.uk

What do you think? Clever or not?


Mark Andrews
#3 little pigs #guardian #guardian pigs ad #guardian pigs advert #pigs #three little pigs ad
  • Profile picture of the author Mark Andrews
    Banned
    Another example of a storytelling advertisement by The Guardian newspaper from the UK. As you watch this and the various camera angles, what conclusion do you draw from the first two perspectives shown?

    (Watch until the end for the full picture to emerge).


    A very good lesson for copywriters introducing a segmented storyline into the body of their sales copy. Put another way... how to tease the reader into whatever emotional state of mind you choose at/within various stages of your copy.

    Thoughts and opinion welcome on either of the above videos...


    Mark Andrews
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    • Profile picture of the author Pusateri
      Yes, clever. Holds attention because we know the traditional storyline and are waiting to see how it gets twisted.

      But does it imprint the brand well enough in the viewer's mind? Could the viewer easily attribute it to a different paper when he tells a friend about it the next day?

      Both of these ads would be more effective if an announcer said the name of the paper at the end.
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      • Profile picture of the author Mark Andrews
        Banned
        Originally Posted by Pusateri View Post

        Both of these ads would be more effective if an announcer said the name of the paper at the end.
        It's plainly on display in both instances at the end my friend.

        Kindest regards,


        Mark Andrews
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        • Profile picture of the author Pusateri
          Originally Posted by Mark Andrews View Post

          It's plainly on display in both instances at the end my friend.
          I know, but showing the name is not nearly as powerful as saying it out loud. Echoic retention. Would a jingle have the same power just written across the screen? For getting people to remember something, the ears beat the eyes.
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          • Profile picture of the author Mark Andrews
            Banned
            I don't honestly think it matters one iota, not in this instance.

            The Guardian is one of the most recognised newspapers in the UK and being that it's a newspaper, it's a reading format.

            Dilute it with voice and you dilute the brand message.

            Best,


            Mark Andrews
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            • Profile picture of the author Steve The Copywriter
              There is a bit of a snag.

              The "Guardians" full picture is - year ending June 2011 - the paper made losses of £33,000,000.

              It would be sensational if the "3 Little Pigs" Ad - turned them into a profit.

              But the sad thing is - even really great Ads won't work if there isn't a market who wants the product.


              Steve
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              • Profile picture of the author Mark Andrews
                Banned
                Originally Posted by Steve the Copywriter View Post

                There is a bit of a snag.

                The "Guardians" full picture is - year ending June 2011 - the paper made losses of £33,000,000.

                It would be sensational if the "3 Little Pigs" Ad - turned them into a profit.

                But the sad thing is - even really great Ads won't work if there isn't a market who wants the product.


                Steve
                Am I right in saying Steve, this could be largely due to them moving their political affiliation over to the Tories?
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                • Profile picture of the author Steve The Copywriter
                  Now, now we mustn't get political.

                  Anyway, regardless of any political stance - the paper has been losing money for years and years.


                  Steve
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                  • Profile picture of the author Mark Andrews
                    Banned
                    Yeah but I imagine it must have cost them one hec of a lot of trust. This was the point I was driving at.

                    So do you think the point holds water or not?

                    I know we're not allowed to go down the politics route here, a simple yay or nay is fine my friend. Do you think it contributed to their slippery slide financially?

                    Kindest regards,


                    Mark Andrews
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                    • Profile picture of the author Steve The Copywriter
                      Blimey Mark - I try avoid politics like the plague.

                      But the Guardian always had a die hard "leftie' image.

                      For whatever reason that's changed.

                      But I wouldn't expect to make any progress by turning to the "right"

                      Chances are they'll still - like all the political parties do - just haemorrhage money.

                      The fastest growing UK paper (the only one to have increased it's circulation in the last 12 months) has a USP - "We are Independent" - with a more or less neutral political view.

                      Steve
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                      • Profile picture of the author Joe.
                        I saw this advert yesterday.
                        What's the message?
                        That twitter/comments are the only place to get a balanced opinion?
                        That the Guardian will just agree with whatever story the government put out?
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  • Profile picture of the author angiecolee
    I enjoyed both of those. Thanks for sharing, Mark!
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  • Profile picture of the author Jay Wessman
    Haha I loved the three little pigs advertisement... very clever and engaging!
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  • Profile picture of the author CharismaticMannequin
    Loved both of those ads, cheers for the share Mark.
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