Subway Ad - The New Yorker (Spec)
Client
The New Yorker is an American weekly magazine featuring journalism, commentary, criticism, essays, fiction, satire, cartoons, and poetry. The New Yorker’s articles are known for being intelligent, current and diverse in subject matter. Although its name implies it’s a local magazine, the New Yorker has a wide audience of readers outside the city and is read internationally. The readers of the New Yorker today largely reflect its original target audience: middle-class readers with upper-class aspirations.
Challenge
One of the challenges of this piece was incorporating the intelligent and insightful brand voice specified in the creative brief, into a promotional ad with minimal text, such that the reader is given a reason to purchase the digital subscription in a way that aligns with the client’s brand identity.
Solution
In this ad I chose language that would appeal to the target audience’s desire to feel and be seen as sophisticated and discerning. The rationale was that the ad would present an opportunity to the target audience to validate their desire to be seen as intelligent and insightful, by purchasing a digital subscription to the New Yorker. This approach also avoided the danger of focusing on the content of the New Yorker, which would require too many words and could easily be received as dry and boring information, which the reader can easily discover by searching the URL link provided.