The Economist's first brand TV ad in a decade questions all the answers
A departure from years of experiential work aims to develop bonds with readers
Editor's Pick
The Economist makes a habit of advertising in unorthodox ways, so a traditional brand spot running on TV, the publication’s first in a decade, raises some questions--and the magazine is hoping new subscribers do, too.
In a contemplative, 40-second spot from Proximity London, a woman won’t stop asking questions, from deep queries about death as a child to complex policy musings about automation’s effect on employment when she’s older. Her continual interrogation implies not dissatisfaction, but a search for answers, and it’s one she passes on to another generation, as the spot catches up to the present day, when she’s a teacher in a classroom.
“Never Stop Questioning” is running in the U.S. and the U.K., along with a companion spot with the same theme that more directly steers viewers toward subscriptions. The campaign is a departure from previous work over the last 10 years, which saw the brand drive a food truck serving hot potatoes and create tongue-in-cheek World Cup scoreboards to lampoon world events.
Credits
- Date
- Jan 08, 2019
- Client :
- The Economist
- Agency :
- Proximity-London
- Writer :
- Tim Riley
- Writer :
- Jason Cascarina
- Art Director :
- John Treacy
- Executive Creative Director :
- John Treacy
- Production Company :
- Flare
- Director :
- Nicole Ackerman
- Director of Photography :
- Adam Bentel
- Editor :
- Graham Smith
- Post Production :
- Time Based Arts
- Grade :
- Simone Grattarola
- Sound :
- Chris Turner
- Sound :
- Jungle Studios
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