"One less question" is the theme running through the ads, which depict a masked chainsaw killer on the loose in a forest, and CSI-type detectives hovering over a body (in the form of a question mark). Both commercials end with the statement, "One less question", before zooming in on Popular Mechanics covers.
The strong yet subtle ads, devised by Cape Town agency Chemistry, emphasise the fact that the magazine offers depth of content, a rewarding read for the curious-minded, and answers to all their questions.
Explains Chemistry MD Theo Erasmus: "Our objective for the campaign was to create awareness of Popular Mechanics magazine by highlighting its benefits in a dramatic and memorable way. It satisfies the readers' curiosity by answering - that is, 'killing' - their questions.
"We also tried to make the campaign as hard-working as possible. Humour, and the use of movie stereotypes with a twist, will grab the attention of people who are not impressed by anything conventional. That awareness should help to sell more magazines. We believe that once people open a copy of PM, it sells itself."
Popular Mechanics editor Alan Duggan says he was a little alarmed when Chemistry first came up with the "one less question" concept, and wondered whether the macabre subject matter might be slightly over the top. "But we soon came to like it, having acknowledged that our target audience are clever and sophisticated people who would enjoy its quirkiness."
The ads flight on selected DStv channels - Sky News, Discovery, BBC Food, History - from this weekend (26 to 28 October). At the same time, the magazine has launched a similarly themed print campaign, kicking off with a doomed (and amusingly oblivious) question mark in the Sunday Times Lifestyle supplement.
* Check out the Popular Mechanics website at www.popularmechanics.co.za.
