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.