MTV ad agitates over Burma

By Mark Sweney, campaignlive.co.uk, Friday, 05 December 2003 12:00AM

MTV Europe has appointed the Amsterdam-based ad agency StrawberryFrog to create a global television campaign calling for the release of Aung San Suu Kyi, the leader of the Burmese Democratic Movement.

The 60-second spot, which will run across all of MTV's 42 channels worldwide, aims to get teenagers to relate to how it would feel to be put under house arrest like Aung San Suu Kyi.

The ad features a teenage girl waking up in her bedroom. The camera pans around 360-degrees as the room disintegrates and changes into a prison.

The once-happy girl hugs herself and rocks on the floor looking distraught.

The spot ends with the strapline: "How would you feel if your home was a prison?" Viewers are encouraged to log on to the MTV Europe website and sign an online petition, which will be sent to the United Nations and political leaders around the world.

"MTV is one of the most influential global brands, while Aung San Suu Kyi is a global symbol of justice and peace," Scott Goodson, the executive creative director of Straw-berryFrog, said. "We have created a powerful film with an impactful emotional message that will resonate with MTV audiences. Our aim is to raise awareness and get people to do something."

Andrew Howarth wrote the ad. Martina Langer art directed. The Dempsey Twins directed, through Rose Hackney Barber.

This article was first published on campaignlive.co.uk

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