•Publishing since September 1843.

•Reported an average circulation of over 1.6 million copies per issue in 2009.

•Claims sales in more than 200 countries.

•Eliminates ignorance obstructing the progress.

Why was this advertisement launched…

• Research discovered potential 3 million readers in UK.

•Aimed at tapping the “intellectually curious”

•Also the traditional red out of white posters did not connect well with the non-readers.

About the Advertisement

•Red Wires was their first cinema ad campaign in eight years aired on 3rd July 2009.

•Abbott Mead Vickers BBDO, the Economist's long-standing ad agency, created the campaign.

•The ad was directed by Tom Carty.

•The background music was specially composed by Peter Raeburn, Oliver Julia, Nick Foster from Soundtree

Click to view ad

Starts from a sidewalk

Carefully ascents

The background Music changes Everytime he jumps fromOne rope to the other

He stumbles while Switching between Ropes initially

Manoeuvres moreConfidently and Effortlessly.

Each Red Wire in this adrepresents thoughts and ideasinspired from readingThe Economist

Key Metaphors

•The High wire walker representsthe reader of The Economist

•It represents the “thrill that astimulated mind enjoys”

•Despite of risk the rope walkeris walking the safe line

•The buildings act as an anchoron either sides of the rope

Depicts the ability of the reader tothink of more feasible and logicalideas

Subliminal Embeds

•The advertisers have used the imageof a FUNAMBULIST i.e.a rope walker or a high wire walker

•The Funambulist image works aspart of a conceptual metaphor.

The image is associated with

•SKILLS•RISK•REWARD

•Evolution of The Economist reader makes him more receptive

•He is able to connect his ideas better

Click to view ad

Aarohan MedirattaAditi BhanotBhavdeep SinghSahil AroraSushank Kukreja