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.