It's the story of the three little pigs ... with a very modern twist.
British newspaper The Guardian has launched a new media campaign, kicking off with a television advertisement about how the Three Little Pigs fairytale would be covered in the social media age.
The commercial gives the well-known fable a 21st-century makeover, showing how a blogger's suspicions reveal that the pigs' story is not what it seems - and the big, bad wolf may not have been that bad after all.
The two-minute advertisement aims to showcase The Guardian's concept of "open journalism", where journalists, together with their readers, seek to understand and report on all aspects of a story through print, online and multimedia platforms.
"We want to be seen as more than just a newspaper," the chief executive of the Guardian Media Group, Andrew Miller, told Marketing Week magazine.
"We are a partner that they [advertisers] can work with across a whole host of platforms and offer a creative range of revenue generating opportunities."
Phil McDonald of advertising agency George Patterson Y&R told smh.com.au the television spot would have been a multimillion-dollar production and was an "amazing piece of production and creativity".
But he said it might not get more people subscribing to the newspaper - if that was the goal of the advertisement.
"What's interesting is that a large part of the ad captures behaviour and the power of social media forums before it really gets into The Guardian's role.
"It's an ad that acknowledges behaviour more than it changes behaviour ... If it is about making The Guardian relevant in today's online world, then I think it's a very powerful step in the right direction. If it about saying, 'buy a subscription to The Guardian now', then I struggle to see the role The Guardian's played.
Mr McDonald said the advertisement summed up the problems faced by traditional print media brands, whose print revenues have fallen as more readers turn to the internet.
Initial reader reactions to the ad have been largely positive, with some praising it as "funny and thought-provoking", "slick" and "intelligent, creative marketing".
US media website mediaite.com said the ad "brilliantly reimagines" the fable, although "the link between the pigs' insurance fraud and the faux-Occupy movement in the ad appears somewhat tenuous, since the murder of Big Bad Wolf is far more of a newsy O.J. Simpson-esque killing than the Housing Crisis".
But other readers, commenting on The Guardian's website, slammed it as "expensively produced rubbish" and a "serious subject made silly by 3 little pigs".
The commercial, by advertisement agency Bartle Bogle Hegarty - responsible for the "Keep Walking" campaign by Johnnie Walker - will spearhead a month-long campaign that includes outdoor advertising, cinema and print ads, and a 24-hour takeover of the UK YouTube homepage, The Guardian said.
It did not reveal how much the campaign cost.
This is the first brand campaign for the Berliner-sized daily paper since its 1986 "Points of View" advertisement. Like the new Three Little Pigs commercial, the campaign suggested there was more to a story than was initially perceived.
The Guardian Media Group, which publishes The Guardian and Sunday newspaper The Observer, is owned by the charitable foundation Scott Trust.
[View the story "Huff and puff" on Storify]