The campaign began in 2005 with the goal of improving magazines’ standing primarily among advertisers and media buyers. Fallon’s work used the theme “Read On” and promised that magazines had a place in the future, despite proliferating media sources and the rise of the Web. One ad pictured a man and woman reading magazines as their robot dog holds a shoe in its mouth.
“In the future, headlines will scroll across our mirrors,” the copy reads. “We’ll have access to video of every event in our lives. And we’ll still turn to magazines for a sense of perspective.”
Mock futuristic magazine covers
Fallon also created mock magazine covers from the future, which were wrapped around current issues of those titles for distribution to industry pros. A Premiere magazine cover, dated December 2105, pictured what looked like a very buff Haley Joel Osment, the “The Sixth Sense” child actor. "Back to the Future," the cover reads, "Haley Joel Osment IV Kicks Butt in 'Terminator 12: Revenge of the Nanobots.'"
On Dec. 7, at an MPA “Breakfast With a Leader” presentation, Hachette Filipacchi President-CEO and MPA Chairman Jack Kliger said he thought Fallon’s creative had “good parts, and parts that could be improved.” He went on to say he thought the next campaign would amplify the same points about reader engagement, but with a different execution.
Mullen has already developed some new creative concepts that will begin to appear in the next few months.