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
Sticking to Tried and True Ads
Legendary Campaign of The Economist Continues
Trend Themes
1. Continuing Legacy Ads - The Economist's white-out-of-red and phrase-heavy ads have been highly successful for over 30 years.
2. Clever Copy Advertising - Advertisements with a focus on clever copy and limited visuals create a unique brand image.
3. Long-lasting Campaigns - Campaigns that continue for decades have the potential to become legends and highly recognized.
Industry Implications
1. Publishing - Publishing companies can benefit from creating a strong brand image through clever copy in their advertisements.
2. Marketing and Advertising - Marketing and advertising agencies can cater to clients looking to create a long-lasting campaign with a focus on clever copy and limited visuals.
3. Media - Media companies can learn from The Economist's legacy and focus on cultivating brand recognition and loyalty through clever and memorable campaigns.