The two 10-second ads introduce the Now "gossip fairy", who is on hand to deliver readers a fix of the latest celebrity news while they wait for a train and sit in the back of a cab.
Both executions carry the strapline "Gossip That's Good For You".
IPC Connect's creative agency VCCP developed the campaign and the ads are directed by Ben Sedley for Godman, whose previous credentials include work for Napster, Maltesers and Yellow Pages.
MediaCom is handling the media planning and buying.
The campaign is part of a seven-figure marketing investment in Now for 2006 as it seeks to retain its lead in the celebrity market, where it sells 591,795 copies a week, outselling Heat by more than 31,000.