Video

The Economist unveils a new brand strategy for the UK with the launch of a 70 second cinema ad: “RED WIRES”. The ad is aimed at reaching the “intellectually curious” who might not currently consider themselves to be natural Economist readers. UK Publisher of The Economist, Yvonne Ossman, 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.”

The ad was created by Abbott Mead Vickers BBDO and directed by Tom Carty. Media planning and buying was handled by PHD.