News 

Loaded partners with Durex for LAFTAS

IPC Ignite’s Loaded has announced a brand new sponsor for its Loaded LAFTAS comedy awards. Now in their seventh year, the LAFTAS will be sponsored by Durex Ora! – the online community due to launch in January, where you can “cut through the smut to talk honestly about sex”.

According the publishers, the Loaded LAFTAS with Durex Ora! are bigger and better than ever, with more categories covering all kinds of comedy. From Funniest Man and Woman to Funniest Film and Newspaper Columnist, the 13 categories include three new entrants: Funniest Twitterer, Best DVD and Funniest Panel Show. All the winners will be chosen by Loaded readers via a dedicated microsite at www.loaded.co.uk/laftas.

Loaded editor Martin Daubney (pictured) says: “The loaded LAFTAs matter, because it’s the only comedy awards voted for by the Great British public. And, as laughter is the best form of seduction, who better to jump into bed with than our new sponsor, Durex Ora!”

Durex Ora! Quote: “At Durex we think about sex all the time. In fact, we’ve been thinking about sex for 80 years now and we’ve learned a lot about how to make it even better. In our 80th year, as we prepare to launch Durex Ora!, we’re delighted to partner with Loaded to sponsor the LAFTAS.”

Voting opens this week, for ten weeks, with the awards heavily marketed across the Loaded magazine and website, as well as IPC Ignite’s other men and music brands: Nuts, NME and Uncut. The nominations will be unveiled in early January and the star-studded awards ceremony itself will take place on January 28, 2010 at London’s Cuckoo Club.

Loaded publishing director Jo Smalley adds: “The Loaded Laftas are an established, well-loved fixture in the British comedy universe, and I’m delighted to be celebrating the very best talent with our new partner, Durex Ora!.”

Last year saw Leigh Francis crowned as the Funniest Man and Ruth Jones as the Funniest Woman. US comedy show My Name is Earl picked up the award for the Funniest TV Show, whilst In Bruges was crowned the Funniest Film. The coveted Best Stand Up award went to the one and only Jimmy Carr, whilst the Funniest Double Act was rewarded to Adam & Joe.

The Loaded LAFTAS with Durex Ora! categories are: Funniest Man, Funniest Woman, Funniest TV Show, Funniest Panel Show, Funniest Film, Best Stand Up, Funniest Double Act, Funniest Podcast, Funniest TV Personality, Funniest Newspaper Columnist, Funniest Twitterer, Joker Award, Best DVD.

About Loaded

IPC Media says: “The brand that invigorated the men's magazines market in 1994 continues to head the men's monthly market in innovation more than a decade on. Aimed at 18-30 year-old-men, Loaded presents the edited highlights of a young man's interests and aspirations: sport, cars, grooming, beautiful women and gaming in clearly signposted sections."

About Durex Ora!

Durex says: “Ora! is a frank and honest online place where you can cut through the smut to find out the truth about how real men and women get the most out of their sex lives. Due to launch in January, it’s part website, part community and part magazine for anyone who wants to make their sex life more fulfilling - whether that means more sexy, more sensual, more flirty, more adventurous or simply more more more.”