Complex Launches Million Dollar TV Ad Campaign

The ‘magabrand’ push.

By Dylan Stableford
02/11/2008

Complex magazine is expected to announce later today the launch of a year-long television advertising campaign.

Beginning the Monday, the first—a 15-second spot (click here to watch the video) featuring Will Ferrell and Andre "3000" Benjamin—will begin airing on ESPN, MTV and their related channels (ESPN2, ESPN Classic, ESPN News, MTV2, BET) as well as Fox, Fuse; G4; Fox Sports Networks, FSN, Speed, Soccer and Fuel.

The cost of the campaign is over $1 million, according to Complex marketing manager Sherry Bitting. The goal, she says, is to increase awareness and drive traffic to Complex.com.

The commercial previews the magazine's upcoming issue, featuring behind the scenes video footage of Ferrell and Benjamin, who appear on the latest issue's cover. Both Ferrell and Benjamin agreed to take part in the commercial.