Grant aids Guardian attempt to ‘own’ weekends

‘Hugh Grant to star in Guardian ad’ ran a story on the paper’s website. Turns out the actor doesn’t so much ‘star’ in as ‘briefly introduce’ a strangely disjointed movie trailer spoof puffing the Guardian and Observer’s weekend editions

‘Hugh Grant to star in Guardian ad’ ran a story on the paper’s website. Turns out the actor doesn’t so much ‘star’ in as ‘briefly introduce’ a strangely disjointed movie trailer spoof puffing the Guardian and Observer’s weekend editions

The Guardian’s trailing of its own ad campaign was roundly ridiculed in the comments section by the paper’s online readers, as was Grant’s involvement. (One wit recalled a line from The Thick of It in stating that it was a case of “A posh bloke who hates newspapers advertising a posh paper that hates newspapers”.) Some also speculated about whether the actor’s appearance in the ad might be some form of ‘pay back’ for The Guardian’s phone hacking coverage. Perhaps anticipating this, in a press release about the ad, the paper stressed that Grant had not been paid for his contribution. Weird. Why should it matter if he was paid or not?

The full-length version of the ad (directed by Tim Godsall and produced by Biscuit Films) will, we are told, run online only. Cut down versions will be seen in cinemas. This perhaps explains the ad’s fragmented, episodic nature – the snippets may well work much better on their own.

Again, it’s from BBH (written by Wesley Hawes and Gary McCreadie), which had such awards success with Three Little Pigs for the paper last year. While that ad took great pains to explain the modern news-gathering process and how stories develop quickly over time and over a multitude of channels, this one is a much more straightforward pitch for spending some quality time with the Saturday Guardian and The Observer.

Does it work? Grant’s involvement is minimal – something which may or may not be a plus, depending on your taste. Post-Leveson, some fun is had at his expense as we are led to believe that he has been lured into getting involved on the basis that at last here was a serious paper that was above the tawdry exploitation of celebrities for commercial ends. The film has a gentle dig at stereotypical Guardianistas too as Mr and Mrs Smug debate whether to “catch the modernism show in town” or do something exciting with salmon and the use of cheesy stock footage is fun. The scene in the lift, however, is just painful and this full-length version feels a bit all over the place. Better to wait for the 30s and 60s in the cinema to judge its true impact perhaps.

Now, can we stop with the movie trailer spoofs please? I think we’ve all had enough haven’t we?

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  • Josh

    “this video is private”

  • PatrickBurgoyne

    @ Josh

    Gah – they’ve changed the settings on YouTube since we put the story up. We will upload shortly. Was wondering why no-one had commented!

  • Tom

    this is totally awesome.

  • So disjointed, feels like they changed direction after they shot Grant and used it anyway. All in all pretty shoddily thrown together, some nice touches in camera movement overshadowed by what seems like multiple ideas cobbled together resulting in utter nonsense.

    That said I’m a fan of the Guardian and their creative outlook, a small blip in an otherwise unblemished record.

  • F

    I love it. Don’t get too hung up on this. There are a multitude of god awful commercials that fall far further below the line. This is a nice little gimmick that should be embraced. At least there is an attempt to try and entertain the viewer in a slightly intellectual way. Unlike just trying to shove a product down your throat with zero tact. This gets my thumbs up for effort!

  • Alex

    Theres two good ad’s here. Greedy clients wanted it all obvzz.

  • Vicky

    This is being run as as an ad at the films (I saw it before Life of Pi 3D, whatever that means). On the big screen, the Hugh Grant bit is fun, and the movie-like second half looks suitably epic, but they really don’t fit together (and I wasn’t that keen on the humour in the second half either). Still, at least it’s a change from Nokia, Windows 7 and Chrome ads!

  • ocube

    Brilliant idea, poorly, poorly executed…

  • Ali

    The weirdest thing about all of this, I think, is Hugh’s messy shirt and tie combo. Why did no one fix it for him before they started filming? The rest of it, very surreal and disjointed, but not in a good way.

  • Tm Copsey

    That’s it – never reading the smug thing again… “I was thinking of catching this modernism exhibition in town…” I give up, I give up.

  • Very funny. Hats off to The Guardian/Observer for making another newspaper ad you’d want to forward on

  • Adam Smith

    The Money Supermarket Weekend, what?