New Guardian campaign is zagging a bit too much

As much as BBH has created some of the world’s most impressive ads like their long history with Axxe/Lynx, and they are known for zagging when the rest of the world zigs, they might have taken the zagging a bit too far.

A few years ago, they created the story of the three pigs who set their house on fire to get insurance money and then blame it on the wolf (you can see the video of that here in case you missed it). And yes, they won Cannes Lions prizes for it. So it was truly a ‘zagging’ campaign. But they decided to go further this time for their client The Guardian, and they created something which resembles an apocalyptic, American blockbuster action/horror movie campaign which I’m not sure appeals to many. In the attempt to own the weekend, they appear to be copywriting the term weekend, brain-washing/turning into zombies citizens and providing everything you need for the weekend.

Sure, it might spike conversation as I’m writing about it right now, it might raise a few eyebrows but it’s one of those ads that are made for the award rather than for the client. Does it make me buy the Guardian? No. But maybe I’m not the target audience for it. What do you think?