Reveal's first issue goes on sale on Tuesday 19 October, backed by a launch campaign that was devised by Clemmow Hornby Inge.
The agency has created three TV ads to target Reveal's core readership of women in their twenties to late forties. Reveal's positioning will be similar to that of Emap's Closer, mixing celebrity coverage with real-life stories, lifestyle features and TV listings.
CHI's creative idea is that Reveal, which has a cover price of £1, is such an involving read that it completely takes over the brain, so that while reading the magazine you are totally unaware of other things going on.
The "escalator" spot features a woman going up an escalator reading Reveal. When she reaches the top, she fails to notice and falls flat on the ground but is still engrossed in the magazine.
In the "tide" spot, a girl sunbathing on a beach doesn't notice the incoming tide because she's reading the magazine. The "car wash" execution features a woman who has forgotten to wind the window up because she's so engrossed in Reveal.
The ads mix live action and graphic illustration and all end with the line: "Make room for it."
TV ads launch on 18 September during primetime terrestrial slots, breaking during Coronation Street. Initiative handled media planning and buying.
The TV spots are backed by two press executions, one featuring a girl in a bath that has overflowed and the other a girl sitting alone at night reading Reveal on a bus although it has returned to the depot.
Reveal, which will be promoted ahead of its launch with free promotional copies in Tesco and WHSmith, will be run by NatMags' recent joint venture with Australian Consolidated Press called ACP-NatMag.
The ads were written by Brian Turner and art directed by Micky Tudor. TV was directed by Cris Mudge of Outsider and animation through Jonty Picking of Sumo-Dojo. Press photography was by Karl Kaul.