If you follow my twitter feed, I mentioned how much I loved this ad. I was going to leave it at that, but a friend of mine has been encouraging me to blog more (guess they don't follow Twitter), so here goes: http://www.youtube.com/watch?v=vDGrfhJH1P4
I loved this ad. First of all it's a great execution of a good concept. The production values are top notch, but more than that, they really trust the concept, going all the way, and allowing the concept to speak for the brand. They show the values of the Guardian rather than have a narrator who tells you, "The Guardian, the whole picture -- our voice and yours..." or some other bullet point.
The details are nicely done as well from the copy (the police raid yelling "little pig, little pig let us in") to the way they inter-weave the story between web, headlines, user commentary, to the graphics -- seriously this is top notch stuff.
Also, its both telling a compelling story, but maybe more importantly a familiar story with a twist. Using the three little pigs is a clever way to spiral out a story we've all seen before -- the crime, the commentary, the reaction and counter-reaction, the eventual fallout to larger issues.
Show don't tell.
What more do you want from an ad?