BBH London and Tim Godsall of Biscuit Filmworks bring us "Own the Weekend" from the Guardian and Observer. A three minute long dead-pan, complete with an aging Hugh Grant very serious intro™, and several explosions declaring "owned".

Yes, since the weekend just isn't a weekend without the Saturday Guardian and the Observer, they've trademarked the weekend. They now own the weekend. The whole weekend. All 48 hours of it. Owned, guys. Owned.

In this ad, the hashtagged #ownedweekend word makes sense, because as with everything else, they are having a laugh. You can't mock silly marketing gimmicks without embracing the hell out of them.

Credits: The Guardian "Own the Weekend" Chief Marketing Officer: David Pemsel Director of Brand & Engagement: Richard Furness Product Marketing Manager: Charlotte Emmerson BBH Creative Team: Wesley Hawes and Gary McCreadie BBH Creative Director: David Kolbusz BBH Head of Film: Davud Karbassioun BBH Producer: Chris Watling BBH Assistant Producer: Pia Ebrill BBH Head of Strategy: Jason Gonsalves BBH Strategic Business Lead: Ngaio Pardon BBH Strategy Director: Agathe Guerrier BBH Strategist: Lynsey Atkin BBH Team Manager: Jonny Price BBH Team Assistant: Rishi Patel Production Company: Biscuit Filmworks Director: Tim Godsall Executive Producer: Orlando Woods Producer: Kwok Yau Managing Director: Shawn Lacy DoP: Daniel Bronks Post Production: The Mill Sound Design: Sam Brock & Factory Sound Mixing / Arrangement: Sam Brock & Sam Robson Music: Library TBC Media Agency: PHD

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.