The Guardian launches a tongue-in-cheek ad starring Hugh Grant as part of its new 'Own the Weekend' campaign.
The three-minute film will appear online and on TV as well as via press (see below) and outdoor. It will also be cut down to 60 and 30-seconds for cinema spots to run in January.
The tongue-in-cheek ad, created by Bartle Bogle Hegarty (BBH), includes a series of spoof scenes, such as two colleagues discussing what they did over the Guardian and Observer weekend. The ad also highlights the launch of Cook, the title's new 16-page food and drink supplement.
David Pemsel, chief commercial officer, Guardian News & Media, said: "We wanted to continue last year's marketing successes by experimenting with a new, bold approach to January marketing in 2013.
"We're delighted to have Hugh Grant on board, helping us create a fun and irreverent style which taps into the spirit of our weekend papers."
Watch the ad here.