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Heat, the celebrity gossip title owned by Emap Elan, has appointed

Quiet Storm to create a television campaign underlining the title’s

change of strategy.

Emap has repositioned the ailing Heat as ’the magazine with the week’s

hottest celebrity gossip - every week’, promoting it as a younger

alternative to Hello! and OK!.

Heat’s launch advertising campaign, by Bartle Bogle Hegarty, showed

readers engulfed in flames and provoked more than 300 complaints to the

Independent Television Commission. The ads were withdrawn soon after

they went on air last year. They were also accused of failing to convey

enough details of Heat’s content.

Quiet Storm’s commercial, which is on air this week, features Liza

Tarbuck, the co-presenter of Channel 4’s The Big Breakfast, as a

white-coated scientific boffin.

Tarbuck is shown conducting an experiment on a young woman, leaving her

in a laboratory with a copy of Heat.

Before leaving the room, Tarbuck tells the girl: ’Behind you is this

week’s Heat magazine. I don’t want you to look. Just look ahead,

OK?’

Whispering to the camera in the observation room, Tarbuck predicts:

’She’ll look and then she’ll lie. We’ve discovered that the higher the

IQ the greater the need for gossip.’ The hidden camera shows that

Tarbuck is right.

Tarbuck explains that Heat is free this week at WH Smith with a copy of

Empire, Elle, Minx, New Woman, Sky, Looks or More!.

Trevor Robinson, a founder of Quiet Storm, directed the ad, which he

wrote with Becky Clarke. Media is by OMD UK.