The ad, by Bartle Bogle Hegarty, was directed by Traktor and has been created to look like a movie trailer based around the war of the sexes. It will not run alongside other cinema commercials, but will be inserted into the group of movie trailers that run before the main film. The MoS chose cinema because it allows tight targeting of young couples; BBH's Kevin Brown devised the planning strategy.
The campaign will be accompanied by a major sampling exercise, with 1.3 million free copies of the magazines handed out to people as they leave cinemas. Stephen Miron, the managing director of the MoS, said the aim is to position the paper as the complete brand for the under-30s.