The Guardian has launched its global brand campaign 'The Whole Picture' in the UK, reviving its iconic 'Points of View' advert from 40 years ago. The new version features comedian Kathy Burke, who appeared in the original, and was filmed on the same street in Elephant & Castle, London, with original director Paul Weiland and crew members returning.
The campaign, created with Lucky Generals, debuted on the Guardian's 205th birthday. It reinforces the message that understanding requires the full picture, highlighting the Guardian's independence and lack of billionaire ownership. The advert first aired in 1985, warning against judging from a narrow perspective—a message the Guardian says is even more relevant in today's polarised age.
Anna Bateson, Guardian Media Group chief executive, noted that while journalism has changed—with the Guardian now reaching a global audience across digital, print, video, and audio—its values remain constant: fearless, independent reporting that holds power to account and is open to all.
The campaign will run across video, social media, YouTube, and Guardian-owned channels. 'Points of View' marks the first phase of 'The Whole Picture' in the UK, with further rollouts planned throughout the year.
