Out goes The Economist's iconic "white out of red" print work in favour of a 70-second spot, created by Abbott Mead Vickers BBDO, which will attempt to build a wider audience for the title.
The ad, which will air in UK cinemas from 3 July and also during an extended ad break during Channel 4 News on 5 July, features the wire-jumper Florent Blondeau walking through the Budapest skyline on a series of red wires designed to represent thoughts inspired by The Economist.
Directed by Tom Carty, the new, less elitist approach features the endline: "Let your mind wander."
The Economist launches first commercial for eight years
by Ian Darby, campaignlive.co.uk, 02 July 2009, 07:00am
LONDON - The Economist is launching a new UK brand strategy, spearheaded by its first film commercial since 2001.
All Comments
Andy Knell - 02 July 2009
Bit dissapointed with the blue screen shot of the guy walking above the city - looks fake. Could the high-wire walker not have done this for real? It would have helped give the add a little more visual appeal.
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