The campaign, which uses the line "grow up ... a bit", follows the appointment of Naked Communications and Point Blank to develop communications and creative strategies respectively.
Dennis intends the activity to help move perceptions of Maxim away from those of other lads' magazines and encourage slightly older readers to consider the magazine. Maxim's circulation of 250,119 was down 10 per cent for 2002 but Dennis hopes that recent editorial changes and the new work, which breaks next Monday, will change this.
The first phase of ads will include fly posters, Underground and rail posters, washroom and bar posters, radio, viral and ambient in cities such as London, Birmingham and Manchester.
The aim of the media mix was to target men in environments where they could talk about the ads.
Creative features images of young men in embarrassing situations after a night out. However, instead of celebrating this behaviour, the ads ask readers if they are "feeling ashamed" and suggests that it's time to "grow up ... a bit" and turn to Maxim.
Media buying was through Manning Gottlieb OMD.