The campaign was created by the Chicago-based agency , which was named as Playboy's agency of record recently. "Guys Who Get It, Get It Here" will aim to generate consumer interest in the magazine and increase newsstand sales.
Initially the ad campaign will run in the national newspaper USA Today, the country's most widely circulated newspaper.
Playboy plans to back the push with a trade campaign later in the year, promoting the title's 50th anniversary.
Last year, Playboy founder Hugh Hefner suggested that the title feature less sex as it sought to find a place in the modern world of men's magazines. The title has been suffering as lad's magazines become increasingly explicit, fulfilling young men's naked-lady requirements.
Late in 2002, Playboy poached the executive editor of Maxim magazine James Kaminsky to revamp the title, which has seen its circulation fall from 7m during its heyday to an estimated 2.5m in 2002. Earlier this year, Dian Silberstein, whose background includes a stint of the high-brow magazine The New Yorker, as well as women's magazine Elle, was appointed as publisher of the magazine.
Of this campaign, Silberstein said: "As we approach our 50th anniversary, Playboy magazine is the number one men's magazine in the world, and we are dedicated to continuing our tradition of high quality entertainment while finding creative ways to expand the magazine's reach. We are excited about our new marketing partner and look forward to launching this campaign to attract a new generation of Playboy readers."
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