Guardian’s ‘Three Little Pigs’ named top commercial of 2012

Adweek’s Tim Nudd says the Guardian’s “open journalism” advertisement is “the year’s greatest mix of craft and storytelling—a rousing triumph in an industry that needed it.” The ad also took home some hardware at this year’s Cannes Lions competition. Nudd says the ad is:

Grim yet playful, mythical yet supremely modern, the spot has it all: a delightful conceit, an epic vision and deft execution from director Ringan Ledwidge. Putting The Guardian at the center of the swirl of 21st century life was a defiant rebuke to those who would question newspapers’ relevance today.

Hey, I’ve had worse excuses to embed a video.

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  • Andrew Ryan

    The cynic in me looks at this and sees the newspaper as whipping up a frenzy by muddying our understanding of right and wrong — all to serve an agenda and sell newspapers. We don’t question newspapers’ relevance so much as we question their motives.