Eve attempts to build on circulation growth

BBC Magazines is to launch its first television spot for the women's monthly Eve in a campaign through Miles Calcraft Briginshaw Duffy.

The campaign will run for two weeks later this month with another burst scheduled for October across satellite stations, including E4.

Eve, which targets thirty-something readers with content covering fashion, food, homes and health, recently enjoyed a 10 per cent boost in its circulation to 131,157 and the BBC hopes that the advertising will build on this success.

The 30-second spot opens in a newsagent with a woman browsing the shelves.

She comes across another woman sitting among the magazines with a tag attached to her that reads "Eve".

We see the woman reader being constantly distracted by her companion with the "Eve" tag throughout her day. One scene sees her in a boardroom with Eve sitting in her lap chatting, with the voiceover: "She's so fascinating I find her really hard to put down."

In another scene the reader is shown pushing Eve around the staff canteen on a tray with Eve swapping her choice of chocolate for a healthier alternative. "She knows loads about everything," the voice-over says. "Right down to smarter ways of getting my chocolate fix."

The ad closes with the endline: "Get more out of life with Eve magazine."

The campaign was written by Ben Tollett and art directed by Emer Stamp. The spot was directed by Neil Harris through the production company Stink. Media planning and buying has been handled by MCBD.

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