Commercial: The moral of the advert is...

BBH's new work for The Guardian broke last night (they did what appears to be their new trick now of buying up an entire break, this time during 10 O'Clock Live [a very Guardian show, if ever there was one]).

As you'd expect, it was excellent: brilliantly produced, dramatic and impactful. But it did leave me with the nagging sense of, (and I paraphrase the French here), "So it works creatively; but does it work strategically?"

For while it makes sense to show all the facets of a story that The Guardian might explore, and the depth to which it might expore them, was a fairytale the best way to demonstrate that?

To me it said, we apply as much firepower to the trivial stories as the important ones. Which I'm not sure was the intended out-take.

Metaphor's all well and good, but it doesn't mean that it'll be interpreted the way you want it to be.