Rapper, singer, producer and Australian reality TV judge, Will.i.am, has starred in a new TVC campaign for stuffy News Limited business organ The Wall Street Journal.
The campaign is called “make time” and is not to be confused with Gough Whitlam’s seminal 1972 electoral war-cry of “It’s time”.
The multiple TVC spots were created by The & Partnership New York and comprise TV, social media, digital and outdoor. However, the campaign will not come to Australia as no one reads The Wall Street Journal down here (despite large swathes of it regularly appearing in News’ The Australian).
The premise of the ads shows the Black Eyed Pea’s star telling the audience he doesn’t have time to read the WSJ before reading said publication via a tablet and the accompanying end line: “People who don’t have time, make time to read The Wall Street Journal“.
Gerard Baker, The Wall Street Journal’s editor-in-chief, said of the new campaign: “We know how valuable Journal readers’ time is, which is why we are dedicated to surpassing their expectations every day through our peerless journalism – in print and digital, and in newsletters.
“Whether it is our real-time business, financial and economic coverage, our expert reporting on technology, our broad coverage of global politics and policy, our unrivalled sports, culture, fashion, arts and entertainment reporting, we continue to extend the reach of our journalism while striving to shed light on the issues that matter most.”