Economist launches first brand TV ad in a decade
For the first time in more than a decade, The Economist is launching a new television ad in the United States and the UK.
The campaign, titled “Never Stop Questioning,” evolves around the value of continually questioning the world around us.
The magazine hopes that the ad will drive subscriptions.
The ad follows the life of a young girl with a curious mind. She starts asking questions about the world around her from her earliest experiences with childhood toys and pets. Then, as she shifts into adolescence and adulthood, her changing perceptions make those questions deeper and more complex. She knows that she will never grow out of questioning everything around her. She has taken a role in life where she can demonstrate her curiosity and encourage it in others, and she has achieved personal and professional satisfaction.
“We have made a strategic investment to talk with our target audience in a way that reinforces a more emotional connection to our brand,” said Mark Cripps, chief marketing officer for The Economist, in a statement.
“We have a loyal and dedicated readership that perceives great value from their relationship with The Economist and truly loves our brand. Our readers never stop questioning the world around them and we believe this campaign will attract a similar audience and encourage them to learn more about The Economist.”
In Great Britain, the ad will run on Sky, Channel 4, ITV and Channel Five. In the U.S., the ad will run on channels including CBS, NBC, Fox, ABC and News 12.