The Guardian last night unveiled a new television advertising campaign, retelling the classic fairy tale “The Three Little Pigs” to illustrate the paper’s new “open” model of journalism.

“Open Journalism creates many new opportunities to engage with our audience – to celebrate and communicate this we have invested in a major new brand campaign which will run on TV and through Outdoor, digital media and various press channels,” the paper says.

Guardian editor-in-chief Alan Rusbridger adds:

“Our approach recognises the importance of putting a newspaper at the heart of the open eco-structure of information so that you can then harness different voices and link to an array of other sources… we can harness, aggregate, curate and report, which is a distributive model of journalism that has a richness and diversity of content.”

What do you reckon? Here’s the full video: