Did their wires connect or get tangled?

The Economist magazine just launched a new campaign in the UK. 

Through research, they determined 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. The Economist describes these people as the “intellectually curious.”

So their new "Red Wires" campaign uses the image of a wire-jumper walking through a city on a series of red wires and the tagline “Let your mind wander” as 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.

Watch the video below (e-mail subscribers click here) and then tell me….do you think they successfully delivered their message or did they get their wires crossed?

The ad began showing in movie theatres on July 1 and will also be used on broadcast TV.