BMP unveils Guardian election coverage ad

BMP DDB's latest work for Guardian Newspapers sees the publisher

promoting its paper and online products alongside one another for the

first time.



The television ad, promoting The Guardian and Guardian Unlimited's

election coverage, will break on Friday - three days after Tony Blair

formally called an election for 7 June. The spot uses the perspective of

a baby at the centre of a photo-op to illustrate how the paper's

reporting cuts through the spin and image-doctoring of modern

politics.



The ad opens with a shot of the baby's mother peering down and removing

a dummy from his mouth. The camera then pans out as the baby becomes

aware of a politician moving through a crowd. He notices the baby and

moves towards it, asking the mother: 'How old is he?' We hear the mother

reply: '18 months.' The politician then puckers up and leans forward for

a kiss, revealing a disgusting set of dentures.



The screen then cuts to a large font text message spelling out the

warning: 'Lock up your babies, it's election time.' The Guardian and

Guardian Unlimited's logos appear in succession as a voiceover describes

the paper's eight daily pages of coverage and the website's interactive

election updates.



'It's a strong, humourous ad and shows how we cut through the devices

that people use at the time,' Alison Hall, The Guardian's deputy

marketing director, said.



The ad was written by Patrick McClelland, art directed by Grant Parker

and directed by Tom Shankland with production by Tomboy Films. Media

planning and buying is by New PHD.



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