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