Fallon McElligott creates spoof high-brow campaign for Loaded

Fallon McElligott launches Loaded’s first advertising campaign next week with a poster blitz concentrated in London and Manchester.

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

editorial tone.



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