Friday, May 14, 2010
MTV to Viewers: It's OK to Ignore Us to Watch World Cup
"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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