Friday, May 14, 2010

MTV to Viewers: It's OK to Ignore Us to Watch World Cup

NEW YORK (AdAge.com) -- What happens to other broadcasters while up to half the world's audience spends a month watching the World Cup soccer games? If you're MTV, you do an ironic international campaign that highlights obsessive fan behavior and says, "We understand why you aren't watching MTV."


"It's the anti-World Cup campaign," said Jose Molla, founder and creative director of MTV's international agency, La Comunidad, Miami. In the first of three spots breaking next week, a Russian youth sits in front of his TV eating canned dog food to win a trip to the World Cup in South Africa. His sister points out he can enter the sweepstakes without actually eating the dog food. The spot ends with the voice-over: "We understand why you sign up for those promos, and why you're not watching MTV."


"As a brand that really targets 18- to 24-year-olds, we need to talk about the World Cup, and we wanted to acknowledge that it's going on," said Sean Saylor, VP-creative for MTV Networks International. Mr. Saylor, who grew up in Argentina and is a big soccer fan, had the idea of doing a World Cup-related image campaign. "We don't have any content that relates to soccer. [The campaign] really talks about who we are as a brand."


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