BMP DDB is unveiling its first advertising campaign for Guardian
Unlimited since its appointment to the pounds 6 million Guardian account
The advertising aims to raise awareness of the website and demonstrate
that it is not simply an online newspaper service.
The campaign breaks on TV on 5 April before being followed up by a
mixture of online, press, poster, radio and cinema advertising.
The opening shot of the TV ad, which uses computer-generated graphics,
shows a single copy of The Guardian laid out on a flat surface being
leafed through by an invisible hand. The newspaper then begins to
multiply until the camera draws back and reveals that it has formed an
urban landscape. This transforms into a global horizon. The images aim
to convey how the world of information continuously grows and is brought
to the consumer by Guardian Unlimited.
Marc Sands, the marketing director of Guardian Newspapers, said: 'Most
people imagine Guardian Unlimited as a newspaper online. This
advertising is simply stating that it's much bigger than that.'
From 9 April an online campaign across major portals and specialist news
sites will run promoting Guardian Unlimited, created by BMP's sister
interactive agency, Tribal DDB.
The TV ad was art directed by Nick Allsop at BMP, with animation
directed by Dan Seddon at Clear. The copywriter was Simon Veksner and
creative director Larry Barker. A 60-second and 30-second execution will
run for five weeks on national TV. Media buying is by New PHD.