This almost two years old now, but I just ran across this Cannes Lion Award-Winning Advertisement, “Three Little Pigs” by The Guardian.
Here’s what got me – I was riveted all the way through, and while I knew it was for The Guardian, the product placement wasn’t the focus. The focus was on telling a story – not just the retelling of the Three Little Pigs in today’s age of social media, but also that The Guardian is the one place you can see all of it happening. In this time of aging and dying newspapers, The Guardian differentiates itself from other media and shows that it is still relevant. It’s a multi-prong approach, there is the movie-like ad, but there is also a deeper message here about the company itself.
It’s making me think about advertising in today’s society. We know that most companies advertise because they want to sell more product, but effective advertising does more than that – it says something about the brand itself. It builds the company’s reputation and reinforces important messages. It also sticks like a burr in your mind. I won’t be forgetting this one for a long time.