H Bauer launches Cut title with TV ads

Mustoes has created a television campaign to back the launch of H Bauer's new lads' weekly, Cut.

The magazine is aimed at 20- to 35-year-old men. It aims to differentiate itself from the existing men's weeklies, IPC's Nuts and Emap's Zoo, by presenting itself as a digest of the most amusing and interesting bits from newspapers and magazines in the market.

The title launches on 12 August with a cover price of 50p. The price will rise to £1 after an initial promotional period. The launch will be backed by ads on cable and satellite television this week.

The editorial aims to concentrate on the things men need to know; the two 30-second ads work around this theme.

The first spot is set in a Spanish evening class. A group of men are learning a phrase, which they begin to chant. A shot of the blackboard at the front of the room reveals the phrase's English translation: "Two pints of lager."

The other execution features a man at a dating agency. He is being talked through the list of available women but only in terms of their bra size.

Both ads use an end shot of the magazine with the line: "Cut magazine. Just the important stuff."

The campaign was written and art directed by Neame Ingram and Paul Westmoreland. Both spots were directed by John Hardwick through HLA. Media planning and buying is through Starcom Motive.

David Goodchild, the managing director of H Bauer, said: "The creative executions are a great reflection of the spirit and humour of Cut. We believe that we are offering a real point of difference."