Katie Cordrey
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There’s a very large bird gracing the walls at Philadelphia’s 30th Street Station. One panel shows the body of an ostrich sticking his head in the sand, the other his head popping out of a hole in the sand. The message reads, “Get a World View. Read The Economist.” Reactions to the ad have ranged from rave reviews to disinterested dismissal. I happen to like it. The ad is a continuation of what is referred to as the legendary campaign of The Economist, an advertising scheme using white out of red, clever copy and limited images. The video above is an example of the technique in its purest form. This approach to advertising The Economist began in 1988 and has been highly successful. CREDITS: Advertising Agency: BBDO New York, USA Creative Directors: David Lubars, Bill Bruce Art Director: James Clunie Copywriter: Kara Goodrich Illustrator: Nick Dewar  ...potential readers believe it is primarily a business and finance title and therefore not for them. They also view it as a title for testosterone-fuelled politicians and captains of industry.
The Economist wants to convey the message that it is actually a journal for anyone curious about major world events - and, of course, it wants to do that without alienating existing readers, not least the senior advertising and media types who tend to cite The Economist as their favourite magazine...
(adsoftheworld)References: accessmylibrary, adsoftheworld Filed In: |
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