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ADVERTISING CAMPAIGNS

BBC World News 'The Power of Questions'

Agency: Red Bee Media

Client: BBC World News

The TV spot might make you cringe, but Red Bee Media's 'The Power of Questions' shows that even the world's most powerful orators can be caught speechless.

The advert is part of a global brand campaign including print, online and even an experiential stunt in Berlin to promote BBC World News' interrogative approach to journalism, which launches today.

Carrying the main strapline, ‘Never Stop Asking’, two 30-second adverts have been developed to reflect the inquisitive and probing approach of the journalists behind the news stories.

Using footage from BBC News archives of news reports and interviews, Red Bee Media focused on two experiences that occur regularly in journalists’ lives; stumping interviewees with probing questions and receiving ‘no comment’ on sensitive or censored issues.

The first advert, called ‘Killer Questions’ shows clips of world leaders and politicians such as Barack Obama, Kofi Annan and Tony Blair struggling to respond to interviewers’ ‘killer’ questions and affirms these are ‘the most powerful weapons we have’.

The second advert, ‘No Comment’ features news broadcast footage with a voiceover declaring that no groups, governments or individuals have the complete censorship control to ‘stop your instinctive desire for knowledge’. 

The advert is designed to highlight the persistence of BBC reporters in getting to the heart of a news story, often in difficult circumstances. Both adverts run with the final message: ‘As long as you keep questioning, so will we’. 

The print and online creative focuses around a broadcast journalist’s most powerful tool, the microphone. This creative, which will appear in publications such as The Economist and Time Magazine, shows how views can be restricted with a microphone which is wrapped in chains in one version and bound by barbed wire in the other.

The creative carries the lines ‘you can’t restrain a powerful question’ and ‘you can’t suppress a powerful question’.     

BBC World News, together with Red Bee Media and Cunning Stunts, has arranged an stunt at Berlin’s central train station from November 18.

A microphone will appear as a nine foot statue breaking through the floor of the train station carrying the line, ‘You can’t bury a powerful question.’

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AJR
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