DFGW reveals multimedia work to launch Dennis' Test Drive title

DFGW has created a multimedia ad campaign to support the launch of Dennis Publishing's monthly car magazine, Test Drive.

The title, launching later this month, is positioned as a car magazine for "normal people about normal cars", and is aimed at men and at those looking to buy a new car.

A TV, press, poster and radio campaign breaks on 3 October and will raise awareness of the magazine's content and its introductory price of £1.85.

To reflect the range of cars that are reviewed and tested in the magazine, the TV ads feature vignettes in which people are shown reading the magazine in unusual places.

One ad features a group of people reading about "small cars" while sitting awkwardly close together in a sauna. Another shows a silver-painted statue artist holding a pose like Britannia on the back of a 50-pence coin, as a woman reads about "good value cars". The ads end with the line: "Before you decide, take a Test Drive."

Paul Clarke, the account director at DFGW, said: "Dennis Publishing identified a real gap in the market that wasn't being properly satisfied. We knew the importance of generating advertising that could reflect the tone and voice of the magazine, as well as the content."

Philip Parker, the publishing director at Dennis Publishing, said: "This is an original and exciting campaign that really does break the mould for car magazine advertising. I am delighted that it works so well across so many different media."

The campaign was art directed by Matt Welch and written by Paul Grubb and Simon Welch. The ads were directed by DFGW through BBC Broadcast and media was planned and bought through BLM.