"The spot launches a campaign to promote the paper's 'open journalism' approach – its name for the way in which it is attempting to involve its readership in not just commenting on stories, but contributing to and even determining its news agenda.
The launch ad examines the way in which the tale of the Three Little Pigs might be covered by The Guardian today, with all the different forms of content and different channels that implies. It also seeks to get over the way in which stories develop over time as new facts come to light and the effect of social media on switching the focus of coverage and debate.
An epic two-minute version (shown above) debuted on Channel 4 last night." - CR
EDIT: Probably should have pointed out that BBH created this.