Loaded ads celebrate tenth birthday

The men's magazine Loaded is preparing to celebrate its tenth birthday with a campaign created by Farm.

Press ads will run across IPC's men's titles, as well as on 46- and 98-sheet poster sites around London, from 5 April. A series of stunts, co-ordinated by Loaded, will also support the birthday issue.

The ads feature a former Loaded cover star, Michelle Marsh, burning her bra with the caption: "10 years fighting for feminism."

Another execution features three suspender-clad bottoms with the line "There's more to women than breasts" and the "10 years fighting for feminism" badge also features.

A below-the-line campaign will ask London to join Loaded in its "fight for feminism" and will include a series of stunts to launch the issue.

This includes the cover girls Marsh and Lucy Pinder hosting magazine signings on 7 April, at Liverpool Street and Waterloo mainline stations.

A tenth birthday party, organised by the magazine, will be held at a West End venue.

Niall McKinney, the marketing director of IPC ignite!, said: "Loaded is one of the most influential cultural brands of the past ten years. It successfully punctured the pomposity of political correctness in the 90s and continues to entertain more than 1.5 million men every month. We revel in our notoriety and this campaign cements our position as the magazine for men who should know better."

The ads were written by Nik Stewart and art directed by Jonny Parker.

Media is by Walker Media.

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