Humo is a Belgian satirical magazine that was first published in 1936 as Humoradio. It became Humo in 1958 when television took off in Belgium and has been published weekly ever since.
It was reimagined in 1969 when Guy Mortier became its editor-in-chief. It cultivated a trend aware audience, developed a playful comedic tone of voice and added a music focus. Guy Mortier has retired but his son’s agency, mortierbrigade, still handles its advertising.
Humo is running a promotion that offers a series of erotic books for ten weeks.
Mortierbrigade has made sure that Humo readers notice the offer. It has placed the promotional ads in the magazine in a way that links them to images in the neighbouring ads and features in a suggestive manner. The reader’s imagination does the rest.
Of course the ads also tease the imagination the way erotica does, which Mortierbrigade has underlined with the line, “Put your imagination to work. 10 erotic masterpieces, one every week, with Humo.”