Now launches Will & Grace-style spots by Heresy for £3m drive

Now, the celebrity magazine, has taken its cue from the US sitcom Will & Grace in a series of new TV spots.

IPC Connect is putting £3 million behind the initiative breaking nationally this week in a bid to protect Now's market leadership over Northern & Shell's OK!, while capitalising on consumers' appetite for celebrity stories.

Heresy has produced the ads promoting the magazine's formula of celebrity gossip, real-life stories and fashion and beauty tips.

MediaCom is handling media for the campaign, which is being supported by press, poster and radio activity.

The ads comprise comedy vignettes built around Kate and her friend, Alex.

In one, Alex arrives at the door of Kate's flat where he encounters a man she picked up the night before. "Don't tell me," he says. "Last night he looked like Orlando Bloom, this morning more like a hobbit."

In another, the pair are getting ready for a night out. Alex is reading Now as Kate appears in a very short dress. "Your J-Lo is exposed, darling," he tells her.

The ads were written and art directed by Heresy's creative directors, Shaun McIlrath and Andy Taylor, and directed by Simon Cheek through Spirit Films.

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