The Guardian has launched a brand campaign to showcase its open journalism and multiplatform credentials.
The TV, digital and print work is the first by Bartle Bogle Hegarty.
The TV ad aims to illustrate The Guardian’s new model of journalism through an ironic retelling of The Three Little Pigs fairy tale.
It was created by Matt Fitch and Mark Lewis, and directed by Ringan Ledwidge through Rattling Stick.
It premièred on Wednesday night and will run on the Channel 4 group of channels and in cinemas.
There will also be a 24-hour takeover of the UK YouTube homepage and a Facebook preview. The strapline, "The whole picture", was first used in the "points of view" Guardian campaign in 1986.