The best ad from Cannes – Guardian open journalism: “Three Little Pigs” TV ad – the Guardian

Video

Logo of the British newspaper The Guardian

The Guardian newspaper in the UK has a long history of great advertising.

The classic Points of View TV ad is one of the best.

This ad (even at 2 minutes) is my choice from Cannes, although it didn’t bring home the bacon in terms of awards…

It communicates a complicated message of the breadth of Guardian coverage through a brilliantly constructed creative examination of a story we all know. Entertaining, interesting, relevant and motivating by underpinning the credentials of a great paper that is still innovating in the digital world.

A very different perspective and very much what the Guardian brand stands for.

McCann Melbourne creative director Annie Price.

Price has urged Aussie marketers and agencies against treating people like “idiots”, and has held up the highly regarded ‘The Little Pigs’ campaign by BBH as an example of the type of advertising the local industry should be striving for.

She told AdNews: “There’s not much Australian advertising can’t learn from this stunning commercial.

“It’s intelligent. It’s entertaining. It’s beautifully produced and so gripping, it has you coming back for more and more. It really is storytelling at its finest. There’s no doubt who it’s for and you’re left feeling compelled to go and buy a paper.

“It’s the intelligence of the Guardian commercial that most impressed me.

“No denying we make some great ads in Oz.

“But sadly, Australian TV screens are still full of a disproportional amount of commercials that treat people like idiots. Ads that assume that we are sitting there on the edge of our seats, just waiting to be informed about toilet cleaner, muesli bars or moisturiser by a moronic presenter. It’s 1950s advertising without the lovely retro outfits and atomic burst laminate.

“Clients and agencies alike would do well to remember that consumers are getting their information from so many sources nowadays, TV is not king. For us to truly impact on someone’s life via TV, and make a real connection, we’d better be smart about it and we’d better not insult his or her intelligence.”

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The Future of the Ebook?

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Some future surfing from Bonnier R&D

This conceptual video is a corporate collaborative research project initiated by Bonnier R&D into the experience of reading magazines onhandheld digital devices. It illustrates one possible vision fordigital magazines in the near future, presented by our design partnersat BERG.

The concept aims to capture the essence of magazine reading, whichpeople have been enjoying for decades: an engaging and unique readingexperience in which high-quality writing and stunning imagery build upimmersive stories.

Is this the future of the “Ebook”?

“Ebook readers will be completely different in 2020. And paperback books will in all likelihood still be very much around, and pretty much the same.” Comment from tcarmody on Bookfuturism’s “Nostalgic Myopia” post

Here’s the introductory post in full from Matt Webb, MD of Berg London.

All a bit ipad?