MMDB unveils first VH1 Classic work

Malcolm Moore Deakin Blazye has revealed its first work for the

music channel VH1 Classic. The TV channel dedicated to playing classic

tracks launches the new 50-second and 30-second TV ads this week.



The executions are designed to profile the station's music policy: to

play "smooth classics" during the day through to 9pm before switching to

"rock classics" through until 9am.



The ad opens in a steamy factory with heavy machinery in operation. A

clock strikes nine and a siren sounds to signal the end of the

shift.



Look-a-likes from the "smooth shift", including Madonna and Elton John,

then line up to clock out, only to be replaced by their "rock shift"

counterparts, which include Mick Jagger and Rod Stewart. The ads use the

endline: "VH1 Classic. Smooth by day. Rock by night."



The agency took the decision to use no music in the executions as it was

impossible to find a song that represented all the artists used in the

ad. Instead the only sounds heard are that of the factory machines.



Ed Chilcott, the account director at Malcolm Moore, said: "We wanted to

complement the music policy in an original and humorous way. It doesn't

get more surreal than standing in a Victorian pumping station with John

Lennon, Mick Jagger and Madonna."



The ads were directed by Seamus Masterson through Maverick Media and

will air on Channel 5 and VH1 Classic this week.



Darren Wright wrote the ads and Lucy Collier art directed. Media

planning and buying is through Universal McCann UK.