BDDH gives Guardian surrealist twist

The Guardian kicks off its relaunch campaign in earnest this week with two enigmatic television commercials, through Partners BDDH, which expand on the ’free thinking’ theme established by the current national poster campaign.

The Guardian kicks off its relaunch campaign in earnest this week

with two enigmatic television commercials, through Partners BDDH, which

expand on the ’free thinking’ theme established by the current national

poster campaign.



The commercials, which use the endline, ’free from a proprietor and free

to reveal the truth’, set out to surprise and stimulate the viewer. The

first, set in the middle of a cornfield reminiscent of a Van Gogh

painting, shows a man playing with his image in a funfair mirror,

accompanied by the strains of Carmen Miranda singing ’Ay ay ay ay ay I

like you veeeery much’.



In the second spot, set to the same soundtrack, a man and a chameleon

are seated opposite each other at a table. A fly lands on a plate

between them and the tension builds up while we wait to see what

happens. There are two alternative endings - one shows the man whipping

out a long tongue to slurp up the fly, while in the other, the fly

consumes the man.



Simon Green, a creative partner at Partners BDDH, said: ’We are building

a campaign about what freedom allows the paper to do. We are trying to

give an insight into the spirit of the Guardian using intelligence and

wit.’



In the broadsheet market, many readers buy different titles on different

days of the week, so the Guardian is hoping to develop a more consistent

customer base and to build brand loyalty in a subtle way. ’We want to

show the brighter side of the Guardian and the positive aspects of being

a free-thinker,’ Green continued.



The ads were written and art directed by Green and his fellow creative

partner, John Dean, and directed by Joe Public through Partizan. The

campaign, planned and bought by New PHD, will run for a six-week burst

on Channel 4 and Sky and will be continued in 1999.



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