Financial Times Digs at Search Engines with new Campaign

The Financial Times is launching an ad campaign poking fun at search engines, and the hit and miss nature of their results.

The creatives aim to highlight the discrepencies between the information required, and the information recieved, when conducting searches for financial-related terms. ‘Unlike millions of other websites, we know exactly what you are looking for,’ the FT claims.

In addition to the “baby bond” example (right), one execution shows a search for ‘EMU’ resulting in an image of the emu bird, presumably instead of information on the The European Economic and Monetary Union. Another search for “prolonged recession” reveals information on hair loss.

Exactly why prospective FT customers would search for financial information using an image search isn’t quite clear, but I see their point.

Created by DDB London, the campaign will launch online and across global press on Monday, as part of the paper’s ‘We live in Financial Times’ campaign.