- FHM Magazine is going onto TV with a campaign which features sexy FHM cover-girls and introduces the "FHM Warning" for men who don't respond appropriately to their presence.
The £3 million campaign, the first through Bartle Bogle Hegarty, consists of four 20 second spots and breaks this Friday. It shows men ignoring beautiful women instead of grabbing the opportunity to take advantage of them. Their "sissy" behaviour warrants a ticking off in the form of the FHM warning.
One ad features a scantily-clad Jenny McCarthy, the American MTV presenter, asking a male neighbour for a cup of sugar and looking stunned when he emerges from the kitchen with precisely that. He closes the door on her, whereupon she knocks again and informs him: "that's a warning."
Another shows two men oggling Debbie Flett, best known as the Virgin girl, who is sunbathing in a park. It's only when one of them starts enthusing about the flowers behind the woman that the viewer realises that he's not actually looking at her.
The third and fourth spots are similarly derisive about a bloke found to have a pink hairdryer in his luggage at an airport and one with a hot water bottle in his bed.
Each film ends with an image of an "FHM Warning" stamp being stamped on the screen to the sound of a siren. The TV work will also be backed by a print campaign in the same theme, point of sale and a radio campaign.
The campaign was written by Hugh Todd and art directed by Adam Scholes. The director was Chris Dada through The Directory. Media will be planned and bought by Motive, and the campaign will run on national and terrestrial television.
FHM, Campaign's Medium of the Year in 1998, is Britain's best selling glossy magazine and commands 35 per cent of the entire men's magazine market. It appointed BBH in November last year to create an advertising campaign and has indicated that it would like to extend the brand into masthead programming and retail.