InStyle enters the cut-throat world of women's magazines this week with an irreverent television, poster and radio campaign by M&C Saatchi.
Despite the glossy magazine's US roots and A-list cast of celebrity subjects, InStyle has chosen to satirise expensive beauty treatments and get-fit-quick exercise regimes.
Dee Nolan, InStyle's editor, said: 'We didn't want an ad that would patronise women because the magazine does not. Sure, we needed to get the message across that InStyle is a new and original concept, but we wanted to do it in a fun way.'
The nearest the launch ad comes to a celebrity is the down-to-earth voiceover of Cold Feet's Fay Ripley. The commercial opens on the deck of a beautiful modern house overlooking a beach.
A beautiful woman sits down to breakfast. She smears jam all over her face and then sticks her head into a bowl of cereal, so her face is covered.
Ripley's voiceover says: 'InStyle is a new magazine that gives you celebrity fashion and style advice. Priceless beauty treatments from the experts to make you look totally gorgeous.'
The ad then cuts to the woman putting on a bikini made from a lobster and crabs. Ripley adds: 'The fast track to serious beauty.'
She then does press-ups with a small dog on her back, with the voiceover: 'Proven techniques for looking and feeling great. And what's more they actually work.'
The ad was written by Jez Willy and art directed by Alan Davies. It was directed by Harry Rankin through Blink. Media is handled by CIA.