A provoking (and most definitely very expensive) ad campaign from the Guardian hit picture houses as well as television screens worldwide last week. And WHAT an advert for the underlying importance of journalism. In a spin on the Three Little Pigs and the Big Bad Wolf children’s tale, the GU captures the imagination by demonstrating the ability of new media.

“The newspaper is moving beyond a newspaper,” editor in chief, Alan Rusbridger says in his piece explaining the Guardian‘s commitment to “open journalism.”

The idea is to entirely rethink how news is gathered in the modern age—to give, as the ad’s tagline says, “The whole picture.”

Of course, this glossy piece of propaganda shows the Guardian is at the very least, declaring that it won’t go down without a fight. And GOOD on them!

A must watch.