The summer campaign consists of three 20-second spots, each a mini-drama.
"Space" features a woman talking to her best friend about breaking up with her boyfriend because she needs more personal space. "Baby" opens with a young couple with an estate agent being shown a room that is decorated as a nursery.
The boyfriend makes a comment about the room's suitability for a baby boy. An awkward silence ensues. The third spot, called "work", features a woman who is upset at work being consoled by her friend.
As each drama unfolds, the prices and brands of desirable fashion items appear on the screen to contrast the idea of the mini-drama with the Red reader's desire to shop. A voiceover ends each spot: "Red magazine. For life, the universe and accessories."
"We liked the idea which was perfectly summed up by one of the magazine's readers, that you might lose your job and your parents might die, but it is still nice to look at shoes," Paul Grubb, DFGW's creative director, said.
The campaign was written by Dan Gorlov, art directed by Rachael Le Feuvre and directed by Toby MacDonald at The Paul Weiland Film Company. Media planning was handled by Unity, with buying by Mediaedge:cia.