The Guardian today (Tuesday 5 May) brought its global brand campaign The Whole Picture
to the UK, by launching a reinvention of its iconic Points of View advert.
The campaign comes 40 years after the original Points of View advert aired, with comedian Kathy Burke, who featured in the original, returning to reinforce the timeless relevance of the campaign’s message: “It’s only when you get the whole picture that you can fully understand what’s going on.”
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, this new work connects past and present, reaffirming the simple truth: although the world has changed, the Guardian’s role has not.
Created in partnership with Lucky Generals, the new campaign – launched on the Guardian’s
205th birthday – builds on the original TV spot’s message, reminding audiences that the
Guardian delivers the whole picture,reporting without fear or favour thanks to its independence and freedom from billionaire ownership.
The campaign will run across video, social media, YouTube and Guardian-owned channels.
Points of View marks the first phase of The Whole Picture campaign in the UK, which will
roll out throughout the year.
Katharine Viner, editor-in-chief, the Guardian, says:
“The Guardian’s iconic ‘Points of View’ TV advert 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.”
