Hasta La Creative!

The Wall Street Journal has launched a global campaign, urging readers to “Make Time” for the paper.

Enlisting will.i.am for its initial effort, the campaign aims to show how even the busiest of readers make time for the paper in order to stay on top of the business community. In the spot, a busy will.i.am tells an associate he’ll be right back as he escapes to a quiet room and reads The Wall Street Jounral on a tablet. “I don’t have time to read The Wall Street Journal,” he says. Text appears on screen reading, “People who don’t have time make time to read The Wall Street Journal. If will.i.am can “make time” for the paper, the spot seems to suggest, surely you can too. The campaign will run through June and will feature such other celebrities as designer and philanthropist Tory Burch and SAP CEO Bill McDermott.

“This campaign highlights the value of making time to read the Journal, no matter how busy people are,” Suzi Watford, chief marketing officer of Dow Jones, told The Drum. “It also confirms that subscribing to the Journal puts you in a community with other ambitious people who prioritize being at the top of their game. Our subscribers are in very good company.”