Nova, the new fashion magazine from IPC, will promote itself as
’the fashion magazine reborn’ on 3 May with a television commercial
featuring 2,500 smashed eggs and a group of top models.
The spot was created and directed by Graham Fink, the former art
director who now directs commercials and pop videos through the Paul
Weiland Film Company.
Nova’s ad campaign, which breaks on Channel 4 and Sky, aims to create a
fun, upmarket tone for the magazine. The theme of the campaign is
rebirth, illustrated by models splattering each other with eggs to a
soundtrack taken from the film Midnight Cowboy.
As the egg fight erupts, yolks break across designer-clad cleavages,
perfectly made-up faces and the rest of the models’ fashionably clothed
The final frame shows an egg breaking across the TV screen and a model
wiping yolk from her face.
Media for the ads was planned and bought by MediaCom TMB. Frank Budgen,
was the director of photography and the ad was produced by Dennis Madden
through the production company Pop@Paul Weiland.
Fink said: ’Frank was an obvious choice. He’s a good mate, a good
cameraman and a good egg. The fact that he is also a rival director just
made the whole thing more mischievous.’
A 60-second execution of the ad will run on 3 May followed by a series
of 30-second and ten-second ads. The campaign will support the June to
August issues for the first two weeks of each month.