The campaign aims to further increase sales of Red, which celebrated its fifth birthday earlier this year by posting its highest ABC circulation since its launch in 1998. The magazine, under editor Trish Halpin, reported an ABC of 192,005 -- a period-on-period jump of 4.7%, and up 10.5% year on year.
The spots, which will run across Channel 4, Five and a selection of cable and satellite channels, will comprise three 20-second executions.
The ads aim to reflect Red's ability to cover life's serious issues, as well as the glamorous and indulgent side of life. The commercial features a central female character who is faced with important life-changing situations, while details of desirable items of clothing, shoes and beauty products and their prices are superimposed on the screen.
Hachette Filipacchi women's group general manager Julie Harris said: "This campaign demonstrates our commitment at Hachette Filipacchi UK to continuing the growth of Red and to developing its position as an agenda-setting, market-leading premium lifestyle title.
"The ad reflects perfectly the unique way in which Red celebrates the changing attitudes and lifestyles of thirtysomething women -- which is dramatically different now from the way it was five years ago when Red launched."
The campaign is the first work by Duckworth Finn Grubb Walters since it won the account in April after a three-way pitch against two undisclosed agencies.
Paul Grubb, creative director at DFGW, said: "We liked the idea (which was perfectly summed up by one of the magazine's readers) that 'You might lose your job, your parents might die, but it is still nice to look at pretty shoes' and we wanted to reflect how Red readers felt about life in this new campaign."
Media for the campaign is bought and planned by Mediaedge:CIA. The ad was written by Dan Gorlov and art directed by Rachael Le Feuvre. It was directed by Toby MacDonald at Paul Weiland and produced by Leila Bartlam at DFGW.
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