In 1984, when the small British newspaper, The Economist, convinced David Abbott to design their ads. He came up with a campaign featuring white letters on a plain red background. Each ad featured simple, clever copy that captured the essence of the product’s promise that reading The Economist will make you smarter, better informed, and more successful.
The first one:
"I never read The Economist." Management trainee. Aged 42.
Some of Abbott's other lines included.
It’s lonely at the top, but at least there’s something to read.
Money talks, but sometimes it needs an interpreter.
Want to go far? Sometimes a newsagent can be more helpful than a travel agent.
In real life, the tortoise loses.
Here are a few more from this successful (and long running) campaign to get you excited about searching for more of these gems:
If at first you don't succeed, you're not a subscriber.
Would you like to sit next to you at dinner?
Where guesses become educated.
Enocomsit rdeeras avhe lradaye wrkode ti uot.
Don't make the same mistake once.
Not all mind expanding substances are illegal.
Great minds like a think.
Enjoy your own company.