Client
This is a SPEC three frame looping ad inviting readers 30-50 (with an income 75K) who are tech savvy to sign up to The New Yorker digital subscription.

Challenge
The challenge for this project is to catch the viewers attention and subscribe to The New Yorker digital content (as opposed to simply visiting the page or subscribing to hard copies). The target audience is busy professionals, aged 30-65.

Solution
We created urgency with our copy and appealed to the viewer’s pain points (stress, lack of time, desire to stay informed). We contrasted adjectives like clarity and confusion in order to highlight the benefit of reading The New Yorker.
The link to the subscription page on each frame is designed to prompt the viewer to click the link for whichever message resonates.