FHM gives warning to London’s commuters

Emap Metro’s FHM magazine is set to launch a poster push in London Underground stations as part of the ’FHM warning’ campaign which broke on TV last month (Campaign, 1 May).

Emap Metro’s FHM magazine is set to launch a poster push in London

Underground stations as part of the ’FHM warning’ campaign which broke

on TV last month (Campaign, 1 May).



The 48-sheet cross-track posters, through Bartle Bogle Hegarty, will

appear from 1 July in stations including Leicester Square and Oxford

Circus for one month. They will be supported by press ads in July issues

of monthly magazines targeting 18- to 34-year-old men.



The posters carry the headline, ’Can you find Louise?’, and show an

illustration of a colourful beach scene.



Viewers are asked to pick out the pop star, Louise Nurding, among the

crowds. The copy reads: ’If it takes you more than 30 seconds, consider

it a warning.’



The posters are intended to reflect the title’s personality by

continuing to issue men with an FHM warning if they lapse into

non-laddish behaviour.



The posters were created by the copywriter, Hugh Todd, and the art

director, Adam Scholes, with illustrations by Chris Winn. Scholes said:

’The posters are a lighthearted ticking-off to men who haven’t noticed

girls enough and also a chance for commuters to have a bit of fun while

they’re waiting around for a train.’



July’s issue of FHM will also give away 11 million ’FHM warning’

stickers.



Media planning and buying on the entire campaign is by Motive

Communications.



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).