Press campaigner Hugh Grant plugs Guardian and Observer ‘we own the weekend’ platform

It’s a neat idea by the Guardian Media Group and agency BBH to sign up press campaigner (and actor, of course) Hugh Grant to plug its new ‘we own the weekend’ platform, the first time I can recall that the two papers have been promoted as one.

And after a sober-sided Hugh, testifying to the papers’ integrity (as opposed to all the other ones he doesn’t like) we then go into a nice faux over-the-top sales pitch.

But Hugh looks a bit unhappy in this new role – where’s the cheeky chappie actor of yore? This looks like a one-take job to me.

We’ve been saying for ages that GMG needs to do something radical to mend its finances, including weekend-only printing of full newspapers. Is this part of the softening-up process?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.