Watch The Guardian's Brilliant TV Spot Dissecting the Social-Media-Powered News Cycle

This delightful spot -- or "advert" in British parlance -- is getting widely shared in the U.K. right now. Broadcast on Britain's Channel 4 for the first time Thursday night, London time, the two-minute commercial is part of what the paper says is its "first major brand positioning TV ad for more than 25 years" and part of a larger campaign promoting the paper's concept of "open journalism." It takes on the tale of the Three Little Pigs and imagines how the Guardian would cover the story in print and online as social-media chatter threatens to overtake the narrative.