IPC Connect is launching a £2.5m TV campaign pushing its weekly fashion publication Look.
Five different executions of the TV ads will break today, initially running for three weeks. The creative is based on showing how particular items of clothing, such as jeans, dresses or heels, can make a woman feel.
The ads follow a Look branded fashion swap event earlier this year. Over 1,300 came to the temporary Carnaby Street set-up to swap fashion with other Look readers.
The TV ads were developed by creative agency Grey London, with media planning by MedicCom.
February ABC figures for Look were up 2.3% on the year to over 314,000.