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Thursday, March 22, 2012

OK. Now what do we do?

Caught "Three Little Pigs", the new long-form advert for The Guardian during My Big Fat Gypsy Wedding the other night. It's a very ambitious piece of work, running over two minutes. Its point is, I suppose, that news is different in the age of social media.

Ad men always used to tell me that every ad had to finish with a call to action. In the case of a newspaper or magazine this was usually something along the lines of "buy it tomorrow" or "available now with free toy".

The Guardian ad doesn't finish with a call to action. Instead the message is that the brand can be accessed in a number of different ways. Which is true. But still a nagging question remains - does the lack of a call to action suggest that modern media organisations are no longer quite sure what it is that they can expect people to do?