English newspaper reissues famous “Pontos de Vista” campaign, which was the inspiration for a Folha de S.Paulo commercial in 1987
The British newspaper launched a global campaign in early May that recreates the iconic advertisement “Points of view” (Points of View, in the Portuguese translation), originally published by the publication in 1986.
The advertising piece from the 80s shows how different angles can tell a story, but that it can only be understood when seen as a whole, when all angles are shown completely. It is considered one of the most famous advertisements in world journalism.
In the new commercial, the British newspaper hired director Paul Weiland and actress and comedian Kathy Burke, who also participated in the first campaign. In “The whole picture” (O Cenário Completo, in the Portuguese translation), the message remains the same, but the advertising piece draws attention to the need for professional journalism in a scenario of technological transformation and political influence.
Protagonist of the advertisement, Burke says that 40 years later “It’s even harder to know what news to believe,” because the news has been contaminated by AI (Artificial Intelligence) robots and “suspicious billionaires.”
Assista a “The whole picture” (1min):
Assista a “Points of view” (40s):
INSPIRATION FROM FOLHA DE S.PAULO
The propaganda of The Guardian He was also influential in Brazilian journalism. In an interview with Poder360 Brazilian publicist Washington Olivetto explained that “Points of View” was the inspiration for one of his masterpieces in advertising: the 1987 commercial for Folha de S.Paulo.
The 1-minute film for Sheet has a narrator quoting a series of information about Adolf Hitler and his government, and then the phrase: “It is possible to tell a lot of lies by only telling the truth”.
Watch the commercial Sheet (1min):
