Economist launches first film ad in eight years

LONDON - The Economist is launching a new branding campaign tomorrow with its first film ad since 2001.

The Economist's new Red Wires ad campaign
The Economist's new Red Wires ad campaign

Created by Abbott Mead Vickers BBDO, a 70-second cinema ad by the news weekly magazine, called Red Wires, will be shown in cinemas around the UK this month.

It will be accompanied by a specially extended 70-second ad break during Channel 4 News on 5 July, with various print and digital activities to follow throughout the rest year.

Media planning and buying has been handled by The Economist's new media agency, PHD.

The ad depicts a man (wire-jumper Florent Blondeau) walking through a city on a series of red wires and closes with the strapline "Let your mind wander".

Each wire is said to represent "a thought inspired by reading The Economist", while the journey is a metaphor for the "pleasure of connecting different ideas".

Yvonne Ossman, UK publisher of The Economist, said: "Intellectually curious people take intense satisfaction from building up their personal store of knowledge, whether they read The Economist or not.

"They see the world in terms of connections and we want to communicate how The Economist sees things in the same way. Red Wires is about the thrill that stimulated minds enjoy."