Its “Red Wires” campaign, created by Abbott Mead Vickers.BBDO, launches in cinemas tomorrow (July 3) with a 70 second execution.
The publisher says it is hoping to reach the “intellectually curious” who might not currently consider themselves to be natural Economist readers.
Media planning and buying for the campaign was handled by PHD. The ad features wire-jumper Florent Blondeau and was filmed in April 2009 in Budapest.
The ad depicts a man walking through a city on a series on red wires and closes with the strapline “Let your mind wander”.
Each wire represents a thought inspired by reading The Economist and the journey is a metaphor for the pleasure of connecting different ideas.
The cinema ad will be accompanied by various print and digital activities launching throughout the year.
Research undertaken by the publisher has shown that with the rise in the number of people going on to university, there are now over three million individuals in the UK “with high levels of curiosity about the world”.
The Economist currently sells 186,995 copies each week in the UK.