The Economist‘s bold, white-on-red poster campaign has run for years. It started, if I remember rightly, by playing on readers’ insecurity—its message was that digesting The Economist was the best way to avoid dinner party embarrassment—a subscription would ensure that you were always informed of Important Matters.
Currently their approach must be based on flattery. I saw one at Stevenage(?) train station yesterday evening that said something like:
“When someone mentions Jordan, you immediately think of a Middle Eastern country with a 2.5% growth rate.
Should I feel smug or out-of-touch that I had to ponder for five minutes before I could think of what other Jordan the ad could possibly be referring to?