TV Campaign Launched To Boost Latest IPC Title
IPC Connect has announced details of the heavyweight TV campaign it hopes will propel its new women’s weekly Pick Me Up to the top of its sector.
The campaign supports the first on-sale issue, due to hit newsstands on 20 January, with a nationwide promotional push. The campaign, created by Heresy, consists of one 30 second and four 10 second ads, introducing the magazine’s proposition of more real life stories and value for money. The commercials, designed to reflect the magazine’s accessible and entertaining tone, show a series of vignettes with women in unusual real life situations.
Commenting on the high-profile campaign launch Evelyn Webster, managing director of IPC Connect, said: “With Pick Me Up we have truly created a magazine that is modern, funny and confident – a magazine that will transform the real life sector of the women’s weekly market. And this ad campaign really underscores that. Heresy has delivered a creative idea which reflects the personality and character of this brand.”
Natalie Littler, account director at Heresy, added: “This is real life as you ve never seen it before, Pick Me Up is funny, fast and racy and the commercials reflect that. It is also a mass market publication, so the advertising is wilfully populist. It will introduce a new magazine and a new upbeat anthem to women in the UK.”
The campaign’s 30 second commercial opens with two women reading Pick Me Up in a maternity ward, both are about to give birth. Sitting nervously between them is the love-rat husband who made them both pregnant. The commercial then cuts to a petite blonde bride, with the camera pulling back to reveal her husband-to-be: a 7 foot tall, 25 stone convict, handcuffed to a prison guard.
Next the commercial shows a woman in a digger emptying a ton of manure into her cheating husband’s car, parked outside a hotel. Finally the advert shows a woman in a clinch with a milkman in her kitchen, before the two are surprised by the arrival of the woman’s horrified husband. The commercial finishes with the caption “More real life for your money”, underlining Pick Me Up‘s core brand message.
The campaign was created by Gareth Miles, Kevin Travis, Andy Taylor and Shaun McIlrath, while the commercials were directed through HLA by Tom Vaughan. Media for the campaign was planned and bought through MediaCom.
IPC launched the new title earlier this month, backing the 60-page title with what it claimed was the UK’s largest ever sampling exercise and a £6 million marketing investment. The high profile launch saw the title given away with sales of Woman, Now, Chat and What’s on TV before the first paid-for issue went on sale today (see IPC Launches Pick Me Up To Boost Weekly Portfolio).
IPC Media: 0870 4445000 www.ipcmedia.com
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