Pig tales: Newspaper breaks a new kind of story

London – Advertising agency BBH London has created a tv commercial for The Guardian newspaper that re-interprets the story of The Three Little Pigs to show the way the publication facilitates open journalism.

The ad shows the progression of how one story sparks another through open debate and citizen journalism on The Guardian’s open forums and comment pages.

‘We’re giving voice to our brand at a time when The Guardian is evolving from a newspaper into a truly multi-platform, global and digital-first organisation,’ says Andrew Miller, CEO of Guardian Media Group. ‘We are becoming even more focused on our customers, and beginning to shape our activity around a more sophisticated understanding of our audience.’

This is a compelling way for the paper to show its position as an innovator in the Future Media Landscape.