J. Walter Thompson unveils the launch campaign for Conde Nast's Glamour magazine this week. The commercials highlight the title's small size in a bid to give it stand-out in the crowded glossies market.
A TV execution will be backed with a print and poster campaign for the new women's lifestyle title, which launches on 8 March. Conde Nast is backing the magazine with a pounds 5 million annual spend.
The TV spot consists of a series of vignettes aiming to reveal true insights into women and their behaviour.
One take of female behaviour shows a woman's legs walking down a high street accompanied by the sound of her heart beating faster and faster.
But the increased heart rate is not owing to exertion, but the sighting of a pair of shoes in a shop window. We then hear the woman thinking: 'But I really need them.'
Another shot shows a woman putting on her underwear while repeating the phrase: 'No, I'm definitely not going to sleep with him.'
The print campaigns mirror the TV execution and will roll out mainly in other Conde Nast titles as well as posters in the metropolitan area.
All carry the endline: 'The new magazine that fits in your life and your handbag.'
The magazine hits the shops less than a month after the launch of rival publication InStyle, which is being backed by a TV campaign developed by M&C Saatchi. Both titles are already firmly established in the US market.
Glamour will launch in the UK with a 200,000 print run, but Conde Nast aims to achieve a 400,000 circulation with the title.
The ad was art directed by Robin Harvey and written by Kay Truelove.
Direction was by Pedro Romhanyi through Outsider. Media is being handled by Optimedia.