Bartle Bogle Hegarty, London Follow Update

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The Guardian - "Megaglove (30 sec)" - Bartle Bogle Hegarty

  • Megaglove (30 sec)
  • The Guardian
  • Guardian Media Group
  • Bartle Bogle Hegarty
  • United Kingdom
  • Own the Week-End 2
Product CategoryNewspapers, Magazines, Books
MarketUnited Kingdom
LanguageEnglish
Date of First Broadcast/PublicationSeptember 12, 2013
Media TypeTelevision
Length30 Seconds
Post Production The Mill
Production Company Biscuit Filmworks UK
Editing Company Final Cut
Sound Factory
Executive Creative Director David Kolbusz
Creative Team Gary McCreadie
Creative Team Wesley Hawes
Creative Team Matt Fitch
Creative Team Mark Lewis
Director Jeff Low
Director of Photography Ed Wild
Producer Kwok Yau
Executive Producer Orlando Wood
Account Director Jon Barnes
Agency Producer Chris Watling
Account Manager Fiona Buddery
Account Manager Jonny Price
Editor Ed Cheesman
Sound Sam Robson
Advertising Manager Richard Furness
Advertising Manager Toby Hollis
Advertising Manager Charlotte Emmerson
Strategic Business Lead Ngaio Pardon
Strategy Director Agathe Guerrier
Strategist Alana King

Concept

Building on the success of January’s campaign, the new work retains the overarching satirical premise that the Saturday Guardian and The Observer produce such exciting, varied and rich editorial content that the newspapers effectively ‘own the weekend’.

The two humorous 30-second films, ‘MegaGlove’ and ‘Paella’, will promote separate weekend supplements - the Guardian’s existing ‘Cook’ supplement and the brand new ‘Observer Tech Monthly’, which launches on Sunday 15 September and brings together news and developments from the world of science and technology.

David Kolbusz, Deputy Executive Creative Director at BBH London, commented: “If our initial campaign was designed to inform the public that the Guardian and the Observer own their weekend, this follow up dramatises the repercussions of resistance. When you try to own your own weekend, things can turn out very badly. Frankly, I feel sorry for anyone who doesn't buy their papers." 

Problem

In January the Guardian launched a new, tongue-in-cheek campaign to champion its weekend newspapers. It marked a bold new direction for the Guardian's January marketing approach which had, in previous years, focused primarily on promotional giveaways