BMP DDB's latest work for Guardian Newspapers sees the publisher
promoting its paper and online products alongside one another for the
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
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
'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.