Handbag.com, the women’s interest website, will use humour in its first TV advertising campaign, which breaks on May 22. The series of four ten-second executions, created by J Walter Thompson, show how a handbag can come to the rescue in difficult situations.
Handbag.com is a joint venture between The Boots Company and Hollinger Telegraph New Media. The ads will be screened on ITV, Channel 4, Channel 5 and Sky Premier in a campaign worth about &£1.8m. The TV ads are part of an integrated campaign which includes radio, ambient media, press and online executions. Handbag.com claims the site has a 30 per cent awareness among Internet-using women (source BMRB).