"On looking at the ad a bit more closely, and comparing notes with a few other Heat readers in the office, I realised they'd very cleverly tailored the ad with each subscriber's name printed in the headline.
"Hugely impactful, and you can't fail to notice it - I'm certain it's the first time most readers will have seen their name in a magazine.
"More important than the novelty factor, though, is the way it makes you read the whole ad, and gets the message across that MSN's Instant Messenger is a great way to have a bit of fun in the office."
Medium: Press ads in Emap titles including Heat and FHM
Media planning and buying: Tracey Stern and Christine Birchall at
Brief: Raise awareness of the launch of the MSN Instant Messenger and
turn it into a communications phenomenon on the scale of Hotmail.