Two weeks ago the Guardian (UK newspaper) released a new ad (video below) that explores how the paper would cover the story of the three little pigs.
So far it’s picked up a decent 700,000 views on YouTube.
PR Verdict, didn’t like the ad giving it a rating of “C” and saying the puzzling ad jettisons the newspaper’s vital credibility in favour of a nursery rhyme.
I disagree. The three little pigs is a great theme that grabs attention and encourages sharing. If the ad had been about a real issue (life the financial crisis) no one would have shared it. It’s also very well made, so the quality helps too.
More importantly it delivers its message. While the old print media is still struggling to find its place in the 21st century, this ad delivers the message that the Guardian is more than just an old paper and is adapting to new media, as well as being at the cutting edge.
This ad might make sense for a large company like the Guardian, but would probably be less suitable for a local business. If a small business were to attempt something like this I would recommend a stronger call to action at the end, and a clearer emphasising of the main message.