Malcolm Moore develops debut ad campaign for VH1's Divas Live

Malcolm Moore Deakin Blayze has revealed its first work for VH1

since winning the pounds 8 million centralised MTV account in

February.



The campaign consists of radio and press executions and aims to

highlight a new show called Divas Live, which is a concert celebrating

the works of living divas.



The press work centres on the line 'The gospel according to Aretha', and

was inspired by the posters that adorn most churches displaying passages

from The Bible and offering salvation.



The posters use well-known lines from soul songs such as 'son of a

preacher man' and 'I say a little prayer for you'.



The radio work follows this theme and features a preacher using

Franklin's lyrics to address his congregation.



The executions will appear next week in The Times, The Guardian, The

Independent and the Daily Mail as well as in the May editions of

magazines including Heat and OK!. Radio work will be rolled out on 21

April, on Virgin Radio and Heart 106.2.



Tony Malcolm and Darren Wright wrote the ads. The art direction was by

Guy Moore and Lucy Collier.



Media planning and buying is being handled by Equinox

Communications.



Malcolm Moore won the MTV account after a head-to-head pitch against

Leagas Delaney. The business was previously split between Magic Hat,

which handled MTV, and Springer & Jacoby, which held the VH1 account.



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