FHM Magazine, which was launched in 1985 in the United Kingdom and later expanded to several countries including India, has been known for its provocative advertising. The magazine's ads have been a significant part of its success since it began publishing. The ads featured attractive models and celebrities, who appeared in revealing outfits, suggestive poses, or risqué situations. This helped to create a unique brand identity for the publication and increased its popularity among readers.
The magazine's advertising strategy was designed to be eye-catching and memorable. It relied heavily on shock value, using images that were often controversial or risque. One famous example is an ad featuring model Kate Moss in her underwear holding a bottle of champagne with a caption reading "Champagne Tastes Better When You Share." Another famous ad featured supermodel Elle Macpherson lying naked on a bed with the words "Everything They Said Was True" above her head. These types of ads created buzz around the magazine and made it stand out from other publications in the market.
In addition to sexually suggestive ads, FHM also used humor in their advertising campaigns. One example is an ad featuring actress Kirsten Dunst dressed as a sexy flight attendant holding a sign that reads "Sit Back, Relax & Let Us Take Care Of Everything." Another ad features actor Will Ferrell with his pants down exposing his butt crack, with the caption "It Happens To All Of Us." Such ads played off of pop culture references and were meant to appeal to a broad audience.
FHM's advertising style became synonymous with the magazine itself, helping to establish its reputation as a leading men's lifestyle publication. The magazine's bold approach to advertising allowed them to take risks and push boundaries that other magazines would not dare to do. This helped them attract attention from potential readers and build loyalty among existing ones. However, it also led to criticism from some who felt that the magazine was promoting objectification of women and encouraged unhealthy sexual behavior. Despite this criticism, the magazine remained successful for many years before eventually going out of business in 2015.
Overall, FHM's use of provocative advertising was an integral part of its success as a men's lifestyle publication. It helped to differentiate the magazine from competitors and attract new readers while also building brand recognition. While some may have found the ads controversial or offensive, they certainly contributed to the magazine's overall image and helped to make it one of the most popular publications of its time.