The instinct to ask questions forms the central theme of the latest
advertising campaign for The Guardian.
The work, created by Partners BDDH, features a series of vignettes
showing people from different backgrounds asking a question.
It aims to show that The Guardian shares with its readers the desire to
keep asking questions until the answer is found.
The 60-second ad opens on a young boy pouring water on to sand. As he
watches the water being absorbed by the sand, he asks his father where
the water goes.
The ad then cuts to a woman eating who asks ’Am I a guinea pig?’ as she
puts a forkful of food into her mouth.
Other characters include a teenage boy who watches a train speed by and
asks ’Should trains have seatbelts?’ and a pensioner asking why his
wife’s medical records are available to banks but not to him.
It ends with a shot of some protesters and the line, ’We’re all born
with a desire to ask questions. Some of us keep asking questions’, as
well as The Guardian strapline ’free thinkers welcome’.
’The idea of free thinking has been amazingly strong in unifying the
attitude of The Guardian and the attitude of readers and potential
readers, so much that it has become common parlance among Guardian
readers and in the paper,’ The Guardian’s marketing director, Stephen
’The new ad develops the campaign, showing what we mean by free
thinking, and how that approach to life is shared by The Guardian and
The idea in the ad is supported every day in the newspaper as we
continue to ask the difficult questions until we get the real answers
readers want,’ he added.
The campaign, which was art directed by Greg Milbourne and written by
Jason Fretwell, breaks at the end of this month and runs on cinema and
on TV during the coming months.
It was directed by Ringan Ledwidge at Harry Nash. Media planning and
buying is by New PHD.