The first ad in UK movie theatres from the economist in seven years, is trying the reach out to a new younger generation of readers. Red Wires is from agency AMV.BBDO and directed by Tom Carty, he who found fame from the Guiness Sufer ads.
According to The Economist, this advertising will reach out to people who may not consider themselves Economist readers... yet. Sparked by research undertaken last year, that showed more people are going to university and that more than 3 million people whose interests in world affairs, travel, news and politics suggests an unconscious association with what Economist reports.
As the previous AMV print campaign for The economist, dated last june, was also targeted at a younger audience. (see below) This was a change from the traditional white on red ad that are held in such high regard by the industry.
The 'Let your mind wander" tag line is meant to reflect the "pleasure in connecting different ideas, and how this is reflected in the wide-range news and analysis available in a copy of The Economist".
The music works with the film to keep you interested for all 70 seconds.
This ad was used in the trailors for Inglourious Basterds, the new ww2 Quentin Tarrantino film.
Great Ad although ive seen a lot better from the Eco. I like the concept and there are some great visual treats. However, that last shot is horrendous with "The Economist"on the wire suddenly flashing up after the gentle fading of the catchphrase.
ReplyDeleteYeah I know what you mean, at some points though it looks as though the man is walking on a "invisible" floor rather than tight rope walking.
ReplyDeleteWould say its worth seeing though even if just to compare with some of their old stuff!