The Guardian and The Observer have unveiled a marketing video, claiming - with tongue firmly in cheek we should assume - "the weekend just got owned" by the sister papers:
It's really very good. Great production values, nice bit of humour and a cameo by Hugh Grant.
What more could you want?
Cake, you say?
Well the Guardian and Observer even sent out cakes to appreciative ad agencies and the like celebrating their ownership of the weekend:
But it hasn't taken long for online troublemakers to have some fun with this campaign. One pedant sent the Media Blog the below chart which appears to be questioning what - or who - is really getting 'owned' come the weekend: