No tits, melons or baps as ShortList unveils poster ads

by Darren Davidson, Brand Republic 09-Nov-07, 09:00

LONDON - ShortList, the free men's weekly magazine, has launched an outdoor campaign with a poster featuring the line 'No Tits' to distance itself from rivals such as Nuts and Zoo.

The poster, created by TBWA\London, shows a garden bird feeder next to the cheeky line, based on the campaign theme, "For men with more than one thing on their mind".

The campaign is being rolled out today across several hundred sites in London in areas close to Tube stations, shops, venues and busy roadsides. It will run for four weeks and is aimed at men aged between 18 and 25.

The campaign marks the first burst of advertising activity to promote ShortList since its launch in September this year.

The creative will change on a weekly basis showcasing the front cover of each new issue and all four executions carry other euphemisms for female breasts.

One poster will feature a dog basket and the line, "No Puppies"; another depicts a fried egg with the line, "No Baps", and a third poster shows a fruit basket with the line "No Melons".

Mike Souter, chief executive of ShortList Media, said: "The campaign from TBWA\ is simple, direct and very tongue-in-cheek but most importantly highlights that ShortList is different to what's out there in the men's magazine market right now."

The ad was written and art directed by TBWA\'s Jack Christensen, Rachel Hutchinson, and Jay Pond-Jones.

Comments

Mikhal Newby - 09/11/2007

Wasn't that the idea when Nuts was being developed? "A magazine father and son can read together" I think they told everyone.... How long before Shortlist needs its weekly diet of baps and melons?