Sky Creative creates campaign for NatMags' Shop!

LONDON - Sky Creative Agency, BSkyB's recently launched in-house production unit, has created its first advertising campaign for an external client.

The National Magazine Company is supporting the launch of its new title, Shop!, with a 10-second execution created by Sky Creative. The ad will break on Saturday ahead of the launch of Shop! on August 4.

Sky has created a cartoon-style ad that shows a woman flicking through Shop! magazine before walking down a high street and sitting at a cafe, pulling the magazine out of her bag. The ad then tells consumers that Shop! comes free with Company magazine, which is priced at £1.80.

If the response to Shop! is impressive, NatMags is considering launching it as a stand-alone title next spring.

The ads will air on Channel 4, Five, E4 and Sky channels in breaks around programmes including 'Angel', 'Six Feet Under' and 'Friends'. The target audience is women in their 20s who enjoy shopping. Media was planned and bought by Sky.

Justine Southall, publisher at NatMags, said: "The creative team at Sky has really captured the essence of Shop! in these fantastic 10-second spots and we are confident they will whet the appetite of the public in time for the launch next week."

Graham Appleby, head of client sales at Sky Media, said: "We believe that cost-effective solutions can help more advertisers to exploit the power of TV and we look forward to working on other creative projects in the future."

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