Fallon unveils TV launch ads for Later

Later, IPC’s new men’s magazine, launches this week with a pounds 2.5 million national television, poster and press campaign by Fallon McElligott.

Later, IPC’s new men’s magazine, launches this week with a pounds

2.5 million national television, poster and press campaign by Fallon

McElligott.



The two television commercials, aimed at Later’s target audience of

25- to 40-year-olds, both depict strange ceremonies, based on tribal

rites of passage which dramatise the transition from boyhood to

manhood.



One spot is filmed on a playing field on a big council estate, where two

older men use an axe to split a sapling tree down the middle in what

looks like a solemn ceremony. Once this has been done, a younger man is

stripped naked and passed through the tree.



The second film shows a group of men sitting cross-legged on the floor

of a temple, chanting. One of them stands up to deliver an individual

chant and is covered in rose petals before a voiceover delivers the

campaign’s endline: ’Go forth, you are a child no more.’



Later’s television campaign is accompanied by a series of posters

reflecting how views and perspectives change as men grow up. The more

conroversial print campaign uses drug references to illustrate the

theme. One uses the headline ’Get some coke for Jamie’s party’ with two

alternative boxes to tick, one of which suggests ’1 gram’ and the other

’2 litres’.



Both TV spots were written and art directed by Fallon’s creative

directors, Andy McLeod and Richard Flintham. They were directed by Jamie

Thraves through Jane Fuller Associates. Planning and buying is by Walker

Media.



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