| Level | Item |
| Ref No | GUA/9/1/1/72 |
| Title | Baby |
| Date | 2001 |
| Extent | 1 VHS, part of 1 VHS, 1 mp4 (21.8 MB) and part of 1 mp4 (71.8 MB) |
| Creator Name | Guardian Newspapers Limited |
| Description | Four versions of a colour advert with sound for the Guardian's election coverage. The advert opens from the perspective of a baby. The baby's mother removes its dummy and a politician on an election campaign trail approaches, picks up the baby and kisses it.
a). After the footage of the politician, a main tagline "Lock up your babies. It's election time" appears in large letters with the sound of a door being slammed shut. A further tagline: 'An 8 page supplement every weekday and a dedicated website' appears in the upper left of the screen.
The following strapline is presented in a label-like graphic: 'The Guardian. FreshPerspective. Sell by: Saturday. guardian.co.uk'. The strapline rotates and then says: 'Guardian Unlimited. FreshPerspective. guardian.co.uk'
Commentary: "Lock up your babies. It's election time. An 8 page supplement every weekday in the Guardian and a dedicated website at Guardian Unlimited". Duration: 30 seconds. The advert starts at 03.02 on the mp4 file.
b). Similar to a). but with no commentary or main tagline. The advert ends with the tagline '8 pages of election coverage daily, a dedicated website and no spin' appearing on the upper left of the screen.
The following strapline is presented in a label-like graphic: 'The Guardian. FreshDebate. Sell by: Today. guardian.co.uk'. Duration: 30 seconds. The advert starts at 00.12 on the mp4 file.
c). Similar to b). but the advert features the thoughts of the baby as a commentary:
"What's going on? Oh no. Not another one. These politicians are getting on my nerves. Why should I put up with someone kissing my head? The whole thing is shameful. Look at me. I'm not a photo opportunity. I'm a baby."
The advert ends with two label-like strapline graphics: 'The Guardian. FreshDebate. Sell by: Today. guardian.co.uk'. and 'Guardian Unlimited. Fresh Acts. Sell by: 18 June. guardian.co.uk.' Duration: 30 seconds. The advert starts at 00.44 on the mp4 file.
d). Similar to b). but with a different tagline appearing in the centre of the screen: 'Election coverage without the usual spin'. Duration: 30 seconds. The advert starts at 01.16 on the mp4 file.
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| Access Status | Open |
| Access Conditions | Access via GNM Digital Repository. |
| Related Material | a). VHS and mp4 file also include following Guardian adverts: GUA/9/1/1/67, GUA/9/1/1/68, GUA/9/1/1/69, GUA/9/1/1/70a, GUA/9/1/1/71, GUA/9/1/1/73b, GUA/9/1/1/74 and GUA/9/1/1/75. |
| Format | Electronic record |
| Video recording |