British newspaper The Guardian continues its "Own the Weekend" campaign, first launched in 2013, with this charming spot from BBH London.
Previous ads took a comedic approach, aping a blockbuster film trailer and focusing on the disastrous consequences of not reading The Guardian or its sister Sunday publication The Observer. This 90-second film is more of a delightful portrait of Guardian/Observer-readers' lives, charting a weekend from the moment the newspaper arrives on the doormat to the point at which it goes into the recycling bin on a Sunday evening.
While covering the various activities that could possibly be packed into a weekend (often with a wry humor), the spot also shows the newspaper throughout, whether it's being avidly read, crumpled on the floor or used as a bed for the cat.
The ad, which launches online today and in cinemas next week, was directed by Simon Ratigan out of HLA. It will be supported by a print and out-of-home campaign that will feature inspiring weekend landscapes all made with images from the Guardian/Observer archive.