Red Wires: New Economist ad

The Economist is to debut a new commercial on 3 July which seeks to reach out to a younger potential readership

The Economist is to debut a new commercial on 3 July which seeks to reach out to a younger potential readership. Red Wires, from agency AMV.BBDO and directed by Tom Carty (he of Guinness Surfer fame), stars wire-jumper Florent Blondeau walking through a city on a series of red wires.

The film is somewhat reminiscent of Carty’s earlier Rush Hour spot for the BBC. According to The Economist, the spot “marks the beginning of The Economist talking to people who might not yet consider themselves to be Economist readers through its marketing and advertising. It was sparked by research undertaken by the magazine last year which discovered that, because of the rise in the number of people going on to university, there are now over 3 million people in the UK whose interest in world affairs, travel, news and politics suggests an unconscious affinity with what The Economist reports on every week.”

In that respect, it follows from the AMV print campaign that we reported on last June, which was also targetted at a younger audience than the traditional white on red ads that are held in such reverence by the industry. The Economist says that the “Let your mind wander” endline is “a metaphor for the inherent pleasure in connecting different ideas, and how this is reflected in the wide-range news and analysis available in a copy of The Economist”.

  • Erik

    You should check the video URL, seems to have been removed from the tubes.

  • kedar

    isn’t wandering at ground level safer and more grafitying? then, why the tightrope walk?

  • antantenus

    The spot is Budapest, Hungary.

  • Jack

    Hiya, does anybody know the Soundtrack??? Searching everywhere!

  • Bryher

    Jack… same here!!!!!

  • Caroline, The Economist

    The soundtrack was actually specially composed by Peter Raeburn, Oliver Julia, Nick Foster @ Soundtree

  • Jack

    Fantastic! Thanks for your help Caroline. Hmm, wonder if I can purchase it…

  • wanderer

    hey can somebody temme what the voice says in the beginning….
    As a human being looking at…..cudnt understand what she says after that…