An interactive, viral online element of the new FHM television advertising campaign revolves around an invitation to FHM readers to create and upload their own FHM commercials with an “It's a guy thing” theme.
Branded as FHM Director, the campaign literally asks FHM fans to direct their own video ads along a theme that highlights typical guy behaviour in a humorous way. All of the user-generated ads should end with the FHM positioning statement “It's a guy thing”.
Film school students at institutions such as Afda in Johannesburg and Cape Town and advertising schools such as The Red and Yellow School of Logic and Magic are specifically targeted to entice them to produce commercials along the theme.
To kickstart the video submissions activation, the FHM team created its own series of “It's a guy thing” commercials. The first, FHM Tennis, is currently broadcast on MNet, various DStv channels, SuperSport during Wimbledon, as well as on e.tv and the E News Channel.
In the FHM Tennis commercial Tracy McGregor, FHM Sexiest Woman in SA 2008, stars as the winning player Miss Ripsakorsetov.
One winning user-generated reader video commercial could also be created for broadcast television and used in the next phase of the new FHM “It's a guy thing” campaign.
The new FHM August issue featuring Tracy McGregor is on sale now.
Visit our PRESS OFFICE: Louis Eksteen and Kim Browne created UCM (UpperCase Media, a Media24/Emap Company) in 1999 as a joint venture between SA's number one magazine group Media24, in the Naspers stable, and Emap plc, the UK's premier magazine publishing company.
The vision of UCM is to establish SA's number one celebrity and entertainment media company. The first magazine brand launched was FHM. Over four years FHM has grown to become the number one selling men's lifestyle magazine in the country. - more....
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