FHM gives warning to London’s commuters

Emap Metro’s FHM magazine is set to launch a poster push in London Underground stations as part of the ’FHM warning’ campaign which broke on TV last month (Campaign, 1 May).

Emap Metro’s FHM magazine is set to launch a poster push in London

Underground stations as part of the ’FHM warning’ campaign which broke

on TV last month (Campaign, 1 May).



The 48-sheet cross-track posters, through Bartle Bogle Hegarty, will

appear from 1 July in stations including Leicester Square and Oxford

Circus for one month. They will be supported by press ads in July issues

of monthly magazines targeting 18- to 34-year-old men.



The posters carry the headline, ’Can you find Louise?’, and show an

illustration of a colourful beach scene.



Viewers are asked to pick out the pop star, Louise Nurding, among the

crowds. The copy reads: ’If it takes you more than 30 seconds, consider

it a warning.’



The posters are intended to reflect the title’s personality by

continuing to issue men with an FHM warning if they lapse into

non-laddish behaviour.



The posters were created by the copywriter, Hugh Todd, and the art

director, Adam Scholes, with illustrations by Chris Winn. Scholes said:

’The posters are a lighthearted ticking-off to men who haven’t noticed

girls enough and also a chance for commuters to have a bit of fun while

they’re waiting around for a train.’



July’s issue of FHM will also give away 11 million ’FHM warning’

stickers.



Media planning and buying on the entire campaign is by Motive

Communications.



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