Economist Courts Lucrative Funambulist Demo

wiresWidely considered to be the smartest business publication in the world, The Economist aired its first TV commercial in eight years over the weekend in England. Tagged “Let Your Mind Wander,” it features French tightrope artist (funambulist) Florent Blondeau walking on red wires above Budapest, Hungary. Says the magazine about the tagline: It’s “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.”

It marks a new attempt by the pub to attract a much younger readership, and continues their move away from the iconic, long-running white-on-red all type campaign (which is legendary among ad copywriters). Well, I’ve let my mind wander, and what it tells me is: if you’re going to make me sit through a minute of basically boring, low-level tightrope walking, you better pay it off with some excitement or irony or a face splat or something that makes me think “a-ha.” This makes me think about ripping a copy of your magazine into shreds.

|Video: CR Blog|