40 Years 40 Ads — 25 Nov 2020
By Leagas Delaney

Post 29/40 - The Guardian 'Lost'

1997. We pitched for the Guardian and didn’t win it. Then 6 months later they gave it to us – very satisfying. We worked on it for 6 years. This manic spot, shot with characteristic verve by Medhi, was for the Guide, their Saturday…guide.   

The Guardian was often like retail. We HAD to sell the next day’s issue because the extra sales justified the scoop. The best thing though was the politics – we did our bit in making the Guardian reader younger, cooler and on the right side of history. At the time.  

Client: The Guardian | Title: ‘Lost’ | Office: London