Guardian News & Media "own the weekend" by BBH
Hugh Grant stars in a new ad by Bartle Bogle Hegarty to promote Guardian News & Media’s weekend papers. The campaign marks the first time that GNM, led by the chief commercial officer, David Pemsel, and the director of brand and engagement, Richard Furness, has launched a January push for its weekend offering. The satirical premise of the ad is that the Saturday Guardian and The Observer effectively "own the weekend". The film, directed by Tim Godsall through Biscuit Filmworks, is a pastiche of a Jerry Bruckheimer blockbuster trailer and contains a series of spoof scenes. It will appear on TV, in cinemas and online. The work also includes outdoor and digital ads. It was created by Wesley Hawes and Gary McCreadie.