New Yorker campaign highlights all of the little stories city dwellers witness every day
The New Yorker has rolled out a campaign that aims to showcase the eclectic mix of characters that city dwellers are likely to run into during their daily commute.
Created by SS+K, the campaign includes a video (above) that shows a young man rushing to catch his train. Along the way, he bumps into an older lady, watches a businessman get arrested, listens to a violinist perform a song, and walks through a group of campers on a field trip – all before he can finally settle in to his seat and open up the New Yorker on his tablet.
The short film, which was shot at Union Station in Los Angeles and directed by J.C. Chandor, ends with the tagline "It's where things get interesting." It will run on Hulu and YouTube.
In addition to the film, the campaign also includes print photographs shot by Stephen Wilkes that show New Yorker readers enjoying the magazine on a crowded subway car and a sunny beach. They will run in a number of publications including the Financial Times, The Economist and Food & Wine.
Monica Ray, executive vice president of consumer marketing at Condé Nast, publisher of The New Yorker, said: “2015 marks one of The New Yorker's most successful in its ninety-year history, with record audience numbers across print, web, and mobile. It’s against this backdrop that we’re making an investment in our readers—existing and new alike—by creating an advertising campaign that captures the essence of The New Yorker: It’s where things get interesting.”
According to the 90-year-old magazine, subscriptions are up 61 per cent and web traffic has increased 25 per cent from one year ago, when it unveiled its paywall.