Dennis Publishing’s men’s gadget magazine, Stuff, is launching a
poster campaign this week as it looks to increase its circulation.
The advertising campaign, created by David Weller and Tony Hill at Maher
Bird Associates, will focus on the magazine’s November and December
issues, using the strapline, ’You know you want it.’ The posters will
appear on six-sheet illuminated poster sites on London Underground. A
radio campaign will support the poster advertising through stations in
London and the Midlands. Media buying is by New PHD.
The poster ads look like red velvet padded doors with a letterbox, which
can be opened to reveal objects such as a Ferrari or a motorbike.
The ads coincide with editorial changes to the magazine including new
sections on fashion, grooming and travel.
Bridget Marrison, the magazine’s publisher, said: ’Stuff has exceeded
our expectations. We want to take it on to the next stage.’
Maher Bird’s creative director, Graham Kerr, said: ’It was clear from
the outset this would not be a conventional poster campaign.’
