The Economist launches first commercial for eight years

LONDON - The Economist is launching a new UK brand strategy, spearheaded by its first film commercial since 2001.

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."