The Guardian might not be everyone’s cup of tea, but for many it is still the voice of reason in a country dominated by right-wing media.
And, with the local elections predicted to show the UK lurching even further to right, the media group is marking its 205th birthday with a reinvention of its classic “Points of View” ad, reminding audiences that The Guardian delivers the whole picture, reporting without fear or favour thanks to its independence and freedom from billionaire ownership.
In the original 1980s ad, created by John Webster and Frank Budgen at agency BMP, a “skinhead” is seen from the front, running down a street away from something behind him. The voiceover states: “An event seen from one point of view gives one impression.”
As the camera angle shifts to the rear, it shows the young man appearing to be chasing a well-dressed businessman, seemingly trying to wrestle a briefcase from his hands. The voiceover says: “Seen from another point of view, it gives quite a different impression.”
However, as the camera pans out, the wide aerial shot reveals the “whole picture”. The young man is actually rushing to push the businessman out of the path of a heavy load of bricks falling from a building site above. The narrator concludes: “But it’s only when you get the whole picture that you can fully understand what’s going on.”
The remake has been created in partnership with Lucky Generals and is filmed on the same street in Elephant & Castle in London, with original director Paul Weiland and members of the original crew returning to the project.
A few seconds in, actress and comedian Kathy Burke, who featured in the original, breaks the “fourth wall”, pointing herself out in the old footage before delivering a speech to bring the message up to date.
She states: “I just want the truth, told by real people, not an AI robot or some dodgy billionaire, because now, more than ever, it’s important we see the whole picture, to fully understand what’s going on.”
The activity will run across video, social media, YouTube and Guardian-owned channels, and marks the first phase of The Whole Picture campaign in the UK, which will roll out throughout the year.
Guardian editor-in-chief Katharine Viner said: “The Guardian’s iconic ‘Points of View’ TV ad set out the risks of misunderstanding when judging something from a narrow perspective. In an age of polarisation, that issue has only become more relevant.
“In the 40 years since it first aired, a lot has changed in journalism: the Guardian has become much more global with readers across the planet, and we are now bringing our journalism to audiences across digital, print, video and audio in ways that could hardly have been imagined. But our values remain unchanged, which today we interpret as fearless independent journalism that holds the powerful to account and is open to all.”
So, what is the consensus around the Decision Marketing office?
It takes a brave brand to try to reinvent a classic ad. After all, much of the advertising in the 1980s is now seen as either sexist, racist or misogynistic…and in some cases all three.
However, when you look back at the original Points of View ad, it not only stands the test of time, it is arguably even more relevant today, in the age of media bias, fake news and AI. And, getting Kathy Burke back on board, was a stoke of genius.
Decision Marketing Adometer: A “read all about it” 10 out of 10
Be the first to comment on "The Guardian ‘The Whole Picture’: Fighting fake news"