Weiss, Whitten, Stagliano’s new ad campaign for The Economist captures the cheeky sensibility of the global weekly.
TV, outdoor and print ads mix news photos with pithy copy and an established tagline: “Subscribe to a global point of view.”
One TV spot (shown here) begins with a red screen, matching The Economist’s logo. It peels away, revealing a black-and-white photo of British Prime Minister Tony Blair. He assumes a stately pose as a voiceover describes the magazine’s offerings.
A muted version of “Pop Goes the Weasel” plays in the background as the remaining red disappears, revealing a school boy making a funny face.
An outdoor version of the same ad breaks up the photo with a red block and the headline: “International relations summed up quite eloquently.”
“The creative falls right out of the magazine itself,” said agency account director James Verrier. “They’ve always had a wink and a nod–even when it comes to the most serious issues.”
The magazine spends about $3 million on ads each year.
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