“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context–the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of context in today’s information landscape,” said Corbet. “With the volume and speed of information in every news cycle, it’s more important than ever to connect the dots and dig deeper. I’m excited for audiences to see how we’ve brought this campaign to life.”
Will Binder, creative director, W+K New York, added, “Now more than ever, having a nuanced understanding of how global narratives influence one another is super important. This next chapter of ‘Context Changes Everything’ highlights just how critical context is through the lens of familiar financial idioms and how their meanings can be reexamined. And having Brady Corbet, who brought his visual expertise and craft to the table, direct these films really helped communicate this message in a meaningful way.”
