Emap Elan has launched a second burst of its 'higher the IQ, the greater the need for gossip' campaign for Heat magazine.
Two ads, produced by Quiet Storm, will promote the title's issues for January, February and March.
In the first, a female scientist presents two women with a black box containing a copy of Heat. In a soundproofed room she tells the camera she has booby-trapped the case in an experiment to prove that people with higher intelligence crave gossip.
After a brief consultation, the women open the box and are splattered with blue paint. When the doctor returns, they deny having tried to get at the magazine.
In a second, darker ad, the scientist tells a young woman she cannot touch the issue of Heat lying on a surface behind her. Once the scientist leaves the room, the woman grabs the copy, setting off an alarm. As she protests her innocence, a security guard, fireman and her parents enter to accuse her of touching the magazine.
The ads, which detail Heat's contents for each week, are aimed at consumers and advertisers, emphasising to the latter the magazine's young, intelligent demographic.
The campaign was directed by Trevor Robinson and written by Robinson, Rebecca Clarke and Kevin Chicken. Media planning and buying was by OMD UK.