AMV Economist ad shows magazine as revealing the truth

The Economist is boosting its profile across Europe with advertising that exploits the magazine’s reputation for uncovering unpalatable truths that governments would prefer to hide.

The Economist is boosting its profile across Europe with

advertising that exploits the magazine’s reputation for uncovering

unpalatable truths that governments would prefer to hide.



A 60-second spot, the first to be made by Abbott Mead Vickers BBDO for

potential Economist readers on mainland Europe, is inspired by real-life

clashes between the magazine and the governments of Malaysia, Egypt and

Nigeria.



The film - shot at the Woolwich Arsenal - features an army lorry being

driven through dark, dingy and deserted streets at the dead of

night.



Behind iron gates, a squad of armed soldiers unloads a locked trunk from

the vehicle. The final shot shows copies of the Economist, containing a

cover story on human rights abuse, being thrown into a furnace.



The accompanying commentary describes how the magazine was ’seized in

Malaysia, refused entry into Egypt for exposing police brutality,

snatched from the streets of Nigeria for uncovering misuse of oil

revenue’.



It advises viewers who want to discover the truth about other companies

and countries to ’get your hands on the Economist. If you can’.



The commercial, written by Alfredo Marcantonio and art directed by Peter

Gausis, was directed by Johann Brisinger for Brian Byfield Films. It

will run on CNN Europe, BBC World, European Business News, NBC, CNBC and

in-flight on Iberia airlines.



John Coghill, the Economist’s brand marketing manager, said the campaign

is aimed at senior European business people, decision-makers and opinion

formers who do not have the same familiarity with the magazine as their

UK counterparts.



He added: ’We are making the point that its coverage goes far beyond

business news and comment.’



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