Ten and 20-second ads break on Monday, 27 June and will play across national and multi-channel slots, including ITV, Channel 4 and Sky, for three weeks.
The ads, created by CHI & Partners with media planning and buying from OMD, feature a character called The Gossip Guru, who represents the ultimate authority on gossip and the definitive guide through the world of celebrity.
The Guru is Heat's biggest fan and is passionate about spreading the title's gospel. The ads will also be available as a viral to drive users to the Guru's own Twitter page.
Additional coverage over the three-week period will come through Bauer's portfolio of radio stations, including Heat's online station, as well as through sister magazine titles Closer and More.
Sophie Wybrew-Bond, managing director of Heat, said: "We wanted CHI to create an original, inventive campaign that reflected heat's unique qualities, points of difference and unrivalled breadth of trusted content.
"The Guru will amplify heat's continuous conversation with its premium audience, connecting and engaging them in a unique way that will set heat apart from its competitors and drive an appointment to purchase every Tuesday."
The campaign will aim to breath new life into a magazine which is in the midst of a sales decline.
According to the most recent figures from the Audit Bureau of Circulations (ABC), sales of Heat magazine dropped 19.3% year-on-year to an average weekly circulation of 370,132 during the second half of last year.
Editor Sam Delaney stood down in December 2010 after little more than a year in the post. He was replaced by acting editor Lucie Cave.