The Wall Street Journal is targeting a younger audience in its latest campaign, an upbeat spot about an amibitious young woman who never stops moving from the day she is born.
The protagonist is in such a hurry that she's born in the hospital parking lot before her parents are even out of the taxi, and immediately starts to feed. As a little girl, she's tapping on a keyboard when she can barely toddle, selling lemonade to commuters, excelling at sport and taking the initiative with a boy at the school dance. As she grows up, she progresses quickly in the world of work, from getting the coffees to apparently starting her own company. The endline is "Good things come to those who don't wait."
The film is by The&Partnership and was directed by Ellen Kuras via The Corner Shop.
Suzi Watford, CMO at The Wall Street Journal, says in a statement: " WSJ members choose the Journal because it helps them get ahead. We are seeing an increase in a younger audience who are willing to pay for quality news and more interest than ever in business. The Journal has more paying members than it has ever had and this campaign aims to build on that in order to create the future business leaders of tomorrow and to help fuel their ambition."