The Observer satirises TV news culture in relaunch ad

LONDON - The Observer is to promote its relaunch this Sunday with a TV ad inviting people to "pause, review and reflect" - watch it here.

Created by Wieden & Kennedy London, the spot breaks tomorrow and stars 'The Thick of It' actor Justin Edwards as a news presenter in a satirical take on the frenetic nature of today's news culture.

Shot from a variety of locations from the houses of parliament to the pigpen at a farm, Edwards delivers a quick succession of pieces to camera each linked by a rhyming or similar word.

The spot aims to demonstrate how the paper can cut through the frenetic clutter of the news world. It is directed by the Bafta award-winning David C Kerr.

Media planning and buying is by PHD.

Observer owner Guardian News & Media has invested in the relaunch of the title as a slimmed down four-section paper after deciding not to close it last year.