"Know It Before You Need It"

4 August 2026

30s

Need-to-know basis.

Florence Poppy Deary directs a classy number for The Economist, the news and current affairs magazine that’s got AI on the brain. The rise of AI (or humanity's fall into its clutches) has led to make-or-break dinner meetings that pivot on questions like, "If AI can't explain itself, who's liable when it's wrong?" One answer would be to run and hide in the bathroom and hope that everything works out.

The more cerebral, less cowardly answer is to have boned up on AI with the help of the advertised publication. This is wittily illustrated by hands holding the print magazine, a smartphone, and a flow chart behind the protagonist's head, bathed in the brand's favourite shade of red. It's assured, not aggressive, much like the moment she steps in to save Michael's skin.

It's important to keep some cards close to your chest, however—a well-judged cutaway encourages inquiring viewers to read what all the fuss is about for themselves. All in all, it's a snappy, sophisticated invite.

UK

Magazines