Where's the 3 little pigs?
The Guardian's Three Little Pigs spot out of BBH London is generating plenty of talk online.
And I suspect it'll generate plenty of award show metal as well.
But nobody seems to be talking about the print campaign.
In fact the only mention I've seen about this campaign was on Facebook where two industry people were debating why the idea from the TVC hadn't been followed through in the print.
Now I don't know about you but if there's one thing I hate it's a lazy "matching luggage" campaign where the print is nothing more than an adaptation of the TV ad.
This campaign is not one of those. Far from it in fact.
Spend a few moments with these ads and you'll eventually see how beautifully they capture the idea behind The Guardian's new Open Journalism approach.
Pretty clever. Don't you think?