Hooper Galton creates New Woman ad drive

Emap is reasserting its position in the women's monthly sector with a national TV campaign supporting its New Woman title.

New Woman is one of Emap's key women's titles, following the dissolution of its joint venture with Hachette Filipacchi. This led to Emap losing control of the Elle and Red magazines.

According to the latest Audit Bureau of Circulation figures, the magazine suffered a small decline both in year-on-year and period-on-period circulation, to 295,000. It is the eighth-biggest magazine in the women's sector.

The forthcoming campaign, which was created by Hooper Galton and with media through OMD UK, breaks next Monday with a 30-second ad that aims to highlight the depth of research which goes into the editorial content of the magazine.

The spot opens on a man and woman sitting in a cafe. Out of the blue, the woman tells her partner she is breaking up with him. She then asks the flabbergasted man how long he thinks it will take to get over it and whether he is going to cry, at which point he breaks down in tears.

It then emerges that the woman is a journalist, recording the conversation for an article she is writing for New Woman magazine.

Hooper Galton has also made ten-second executions showing the woman testing other products for the magazine, such as mascara and waxing techniques.

All the spots end with the strapline: "New Woman. We live it, then we write it."

Oliver Lewis-Barclay, a managing partner of Hooper Galton, said: "The new campaign shows New Woman journalists suffering for their art in a light-hearted sort of way, which will touch a nerve with women in their 20s, with any luck."

The ad will air for five days every month. Stations on the schedule include all of the terrestrial channels, E4, Sky One, Bravo, ITV2, Trouble, Living, the UKTV channels and all of Emap's music channels.

The creative directors were Steve Hooper and Martin Galton and the director was Bacon at Stink.