Banner Ads
This is a spec banner ad campaign for The New Yorker magazine to sell their digital subscription. The tone is similar to the magazine’s previous ad campaigns, with classical illustration and a clever, fun sense of humour. Insightful, intelligent, promotional.
The Creative Challenge
The creative brief was to create one dynamic banner ad - three frames that loop three times before finally stopping on the last frame. The button/link needs to take them to the digital subscription page on The New Yorker website.
The digital-only format offers a convenient way for busy people to be able to read The New Yorker anywhere and everywhere they go.
The Audience
Readers ages span 30–50 with household incomes of 75K+. They are tech-savvy and own a smartphone, computer, and probably also at least one tablet.
They are also interested in current affairs, politics, and the arts. They are already familiar with The New Yorker, but are not current subscribers.
This banner ad says that no matter what I experience, all I want to do is to read what The New Yorker has to say about it.
The digital version of the magazine is like having it on drip, 24/7. It gives me the opinion that matters.
My Approach
My idea was that those who read The New Yorker are more interested in how The New Yorker writes about current affairs, politics and the arts, rather than the events themselves.
Their pleasure comes from living vicariously through the brilliant and iconic writing of the in and out house journalists and writers on the magazine.
With this in mind I feature the readers in the advertisements so that they laugh when they recognise their own behaviour.
Yes, I am on holiday, but nothing beats the opinion of The New Yorker, not even The actual Pyramids, The Great Wall of China, nor The Vatican City as it elects a new Pope.
Love what you see?
Drop me a line.