Publicis TV spot launches Jaunt title

TV advertising to launch a magazine targeting women of the so-called "easyJet Set" makes an irreverent comment on their lives by featuring only shots of ceilings.

Publicis has produced the 40-second spot for the glossy fashion and travel monthly Jaunt, which is being pitched at twenty- and thirtysomething women whose clubbing days are behind them.

The ad, breaking nationally this Thursday and running for two weeks, aims to exploit a market of cash-rich but time- poor professional women who live for the moment rather than plan ahead.

By using budget airlines, they have more money to spend on their hotel, in shops and in bars on reaching their destinations.

The tone of the magazine is reflected in the commercial, which shows a series of ornate ceilings to the soundtrack of Ravel's Bolero. At the end, the ceilings - one complete with security camera - are revealed to be from hotels judged by the magazine to be the world's best for affairs.

The ad was written by Paul Quarry, art directed by Jason Bolton and directed by Richard Simpson through Simpson Kennet Transparent. Publicis is handling media planning and buying.

Jaunt is the first title from Sibella Publishing, which was founded by three former senior executives from Loaded magazine. It is being edited by Tammy Butt, a former editor of More! and the deputy editor of InStyle.

The magazine, which hit the newsstands this month, will rival Conde Nast's Trash, which is published in conjunction with the Ministry of Sound.