The campaign, which uses the line "grow up... a bit", follows the appointment of Naked Communications and Point Blank to develop communications strategy and creative respectively.
Dennis hopes that activity will help move perceptions of Maxim away from that of other lad's magazines and encourage slightly older readers to consider the magazine. Maxim's circulation of 250,119 was down 10% for 2002 but Dennis hopes that recent editorial changes and the new advertising, which breaks next Monday, will change this.
The first phase of advertising includes fly posters, underground and rail posters, washroom and bar posters, radio, viral and ambient in cities such as London, Birmingham and Manchester.
Creative features embarrassing situations of young men on a night out, from blow-up dolls to bladder problems. However, instead of celebrating this behaviour the advertising encourages readers that it's time to "grow up... a bit" and turn to Maxim.
Sarah Thorne, group marketing manager for the consumer marketing division at Dennis Publishing, said: "The key objective for the campaign is to move Maxim away from the traditional territory of lads mags, but in an entertaining, striking and clear way."
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