Emap Elan backs Heat with new TV campaign

Emap Elan has continued its strategy of fusing tactical messages with TV branding in the latest campaign for Heat, its celebrity weekly.

However, the series of 30- and ten-second executions, set to run throughout the summer, drop last year's emphasis on the intelligence of Heat's readership, designed to grab the attention of advertisers.

The ads, by Quiet Storm, ditch the format of the agency's last campaign for the magazine, which was able to insert the cover of each week's issue into the spots because the contents were not referred to by characters in the script.

But in the new ads, every reference to specific articles is delivered off camera or with a character's head turned away so the dialogue can be re-recorded without the need to re-shoot.

The campaign introduces an office worker, Carol, who deliberately frustrates Pam, her colleague, by buying each week's issue of Heat early and then cruelly tantalising her with the details. Pam exacts her revenge through stapler theft, strippers and whoopee cushions.

The ads were written by Becky Clarke, art directed and directed by Trevor Robinson and produced through Quiet Storm Films.

"We are continuing our strategy of effectively communicating for as many weeks as we can that Heat is here and on sale, Jessica Roberts, the media strategy director at OMD Gemini, which handles planning and buying for the campaign, said. "We use a balance of channels to reach younger readers as well as traditional weekly readers such as those of Hello!."

Heat posted year-on-year growth of 106 per cent in the July to December ABCs, making it the fastest-growing weekly in the previous year. Its growth to a circulation of 355,304 has been aided by heavyweight above-the-line advertising. Heat out-spends OK! and Now, its closest rivals in terms of marketing budget, by 450 per cent. Emap put £3.5 million behind the title in the past year.

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