Fallon McElligott launches Loaded’s first advertising campaign next
week with a poster blitz concentrated in London and Manchester.
The campaign hijacks Loaded’s own brand of humour in an attempt to
remind its audience that the magazine is funny and intelligent. Instead
of taking the low-brow route, the posters pose mock-intelligent
questions like: ’The FTSE realignment. What will it mean to the
corporate sector?’ and ’From Russia with long-term investment
portfolios. Can capitalism work?’
Andy McLeod, one of Fallon’s creative partners, said: ’We are giving
people a taste of Loaded humour, pretending it has changed its ways.
There’s more to the magazine than t&a - we thought it would be funny to
do a practical joke.’
Other executions include ’Monet: last of the impressionists or first of
the post-impressionists?’ and ’Will 1999 be the year of Pisces man?’
The agency has also created a Loaded wall chart which takes the form of
a calendar, listing 67 different conferences as well as events like the
national chess championships and a crochet exhibition. A spoof letter
from the magazine’s editor, Tim Southwell, will be put up in the toilets
of pubs and clubs around the country.
Fallon was awarded the business by IPC Magazines last December after a
pitch against Duckworth Finn Grubb Waters, which meanwhile picked up the
publisher’s NME and Melody Maker tasks.
Michael Wall, a partner at Fallon, said: ’The job on Loaded is not about
brand-building, it’s getting people to reappraise the magazine.’
The new work, which Wall describes as ’a slap round the face with a wet
kipper’, will run for two weeks with media buying by Walker Media.
Although this campaign is deliberately short-lived, Fallon will continue
to develop advertising for the magazine that is in line with Loaded’s