The ad campaign was created by NMI and features a voiceover by British actor Brian Blessed. According to Zoo Weekly, the ads will feature "blokes behaving like dogs and a jodhpur-wearing lady", with the strapline promising men "all the weekly goodness" they need.
The campaign was conceived and developed by the NMI creative team of Nathan Church, Alex Hinge and Dominic Stevenson. It breaks on Tuesday night, debuting during Channel 4's 'Hollyoaks' and also running on Five and Sky Sports 2.
The PR campaign, coordinated by Frank PR, will guarantee the magazine exposure at this weekend's fourth-round FA Cup clash between Chelsea and Scarborough -- as long as Scarborough manage to score a goal against their big-hitting Premier League opponents.
The outfield players have all been given shorts that spell out Zoo Weekly and have promised to drop their pants if they score a goal and line up in order and have been practising accordingly.
Scarborough captain Jimmy Kelly said: "I'm just hoping that in the heat of the moment we all will line up in the right order to get the spelling of Zoo Weekly spot on."
The match is being televised on Sky Sports 2 this Saturday.
Paul Merrill, editor of Zoo Weekly, said: "This is going to be the mother of all moonies. Many might have thought that Arsenal were the most obvious team to do this type of sponsorship with but Scarborough were always the first choice and I'm sure they'll go down in football history for this."
A free issue of Zoo Weekly has already hit the streets with the first paid-for issue appearing next week. It will be competing against IPC Media's Nuts magazine to win young male readers in the untested men's weekly market.
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