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Buy the Guardian and Observer, or Your Weekend Will Be a Complete Disaster


BBH London expands its "We Own the Weekend" campaign for the Guardian and Observer's Saturday and Sunday newspapers with a pair of dark-humored spots that focus on the "Tech Monthly" and "Cook" supplements. In one spot, a guy is unable to control the destructive force of his high-tech "MegaGlove"; in the other, a woman's hosted luncheon ends poorly for all involved. Ah well, if it bleeds, it leads.

"If our initial campaign was designed to inform the public that the Guardian and the Observer own their weekend, this follow-up dramatizes the repercussions of resistance," says David Kolbusz, deputy executive creative director at BBH. "When you try to own your own weekend, things can turn out very badly. Frankly, I feel sorry for anyone who doesn't buy their papers."

The work maintains the high quality of the three-minute January launch film starring Hugh Grant. Still, I can't help feeling it's all for naught. No matter how smart its marketing gets, the newspaper business long ago got "owned" by digital media—every day of the week.

Credits below.

Client: Guardian and Observer
Director of Brand and Engagement: Richard Furness
Head of Marketing and Engagement: Toby Hollis
Product Marketing Manager: Charlotte Emmerson

Agency: BBH London
Creative Team: Gary McCreadie, Wesley Hawes, Matt Fitch, Mark Lewis
Deputy Executive Creative Director: David Kolbusz
Producer: Chris Watling
Strategic Business Lead: Ngaio Pardon
Strategy Director: Agathe Guerrier
Strategist: Alana King
Team Director: Jon Barnes
Team Managers: Fiona Buddery, Jonny Price

Production Company: Biscuit
Director: Jeff Low
Executive Producer: Orlando Woods
Producer: Kwok Yau
Director of Photography: Ed Wild
Postproduction: The Mill
Editing House: Final Cut
Editor: Ed Cheeseman
Sound: Factory
Sound Engineer: Sam Robson


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