±±¾©Èü³µpk10

The campaign breaks on Monday, the day before the 35p magazine hits the newsstands for the first time.

IPC is hoping to carve out a new space in the ultra-competitive listings market, which is led by its 1.5m-selling What's on TV title.

What's on TV's major competitors are BBC Worldwide's recently relaunched 1.1m-selling Radio Times and H Bauer's 1.1m-selling TV Choice, which recently reduced its cover price from 40p to 30p. That move came after IPC tried to undercut it by changing What's on TV's coverprice from 45p to 35p. What's on TV will go up to 40p a month after the launch of TV easy.

In the ad campaign for TV easy, two creative executions highlight the magazine's innovative size by focusing on the little things that stop you watching TV and showing TV easy is the little thing that helps you.

"Remote" sees a woman searching for the TV remote while it is clear to the viewer it is in her dog's mouth, and "hubby" shows a woman spurning her husband's amorous advances to watch TV.

The endline is: "TV easy. Your handy quick-flick guide." Both executions will run as 20-second full versions and 10-second cutdowns.

Jemima Ransome, IPC TX marketing director, said: "The AMV team really got the proposition and have created a humorous and engaging campaign that will firmly establish this brilliant new magazine with consumers."

The campaign was written by Gary Walker and art directed by Huw Williams. The TV creative was directed by Mark Mylod through Tomboy Films. Mylod has directed episodes of 'The Royle Family' and 'Shooting Stars' and has won Bafta awards for his comedy direction.

Media planning and buying for the campaign is through Walker Media, using ITV, Five, Sky, IDS channels, Viacom, E4 and ITV2 until May 29.

AMV has also created seven idents for TV easy's broadcast sponsorship of the British Soap Awards, to be televised on ITV1 and ITV2 on Wednesday May 11.

TV easy was given away free this week with IPC titles including Now and Pick Me Up.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .