When Your Boyfriend Has a Boyfriend, Lucky Says to Go Shopping

Magazine's Campaign Suggests E-Commerce to Fill Voids in Your Life

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Sometimes magazines pitch shopping as something noble. Vogue Editor-in-Chief Anna Wintour, for example, proposed the annual Fashion's Night Out partly as a way to boost the economy during recession.

And sometimes magazines acknowledge the other roles shopping can play -- as does Lucky's first ad campaign in 12 years, which urges consumers to handle their problems by , well, consuming.

"My boyfriend has a boyfriend," says one ad. "Fill the void."

"My longest relationship is with my doorman," another says, repeating the "Fill the Void" mantra.

"My intern is the only one following me on Twitter," says a third.

Lucky, part of Conde Nast, created the humorous ads to promote its new e-commerce platform, MyLucky, the first elements of which are scheduled to appear on the magazine's website Aug. 17.

The campaign, whose theme was conceived by Partners & Spade, will appear in print, online, as posters and on taxi tops.

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