Get Lucky

Moviegoers in New York and Los Angeles witnessed a twisted tale of friendship last week. A 90-second spot created by Black Rocket for Condé Nast’s Lucky magazine reveals a bizarre love triangle between a woman, her husband and Cheryl, a mannequin.

It’s an unconventional story selling an unconventional product, a magazine exclusively devoted to shopping. Forget standard women’s magazine fare; Lucky revels in prices and purchase information.

Though limited in its release, the ménage à trois cinema ad, says publisher Alexandra Golinkin, is just one way for Lucky, which began publishing monthly in February, to distinguish itself in a crowded newsstand market.