Some people are just more sophisticated than others. Well, at least that is the impression we get.

And if you’re one of those people, chances are good that you’ve heard of The Economist. It’s a magazine that started in England in the mid-1800s and has since expanded to cover topics across the globe—finance, politics, business, technology—you name it. And even though it’s been around for over 150 years, it’s still considered one of the most influential publications in its field.

So why is that? Well, let’s take a look at their ads for starters!

This advertisement is excellent because it radiates exclusivity, which the brand seeks. It appeals to a more intellectually curious audience and makes them feel superior for being so. Who will look at this poster and reach the conclusion that it isn’t for them or that they lack the intellectual capacity?

My guess is nobody . Most people would much rather chuckle at the ‘in-joke’ and give themselves praise for understanding it.

So while slightly obnoxious it really does a great job of selling the brand to anyone who considers themselves smart. I don’t read the Economist, but when I see this ad I connect with the brand. Maybe, someday, when I want to read something really intellectual from the brightest minds, then I know where to go.