MTV is launching its first terrestrial TV campaign with seven ads
introducing the new MTV Networks digital music package, which will run
on Sky Digital from the beginning of July.
The commercials each mimic a famous pop video, but use actors instead of
the stars, so that the action can be tweaked to give it an amusing
twist. In a daring departure for music advertising, none of the
commercials uses any soundtrack at all.
In this way, Magic Hat, part of the McCann-Erickson network, has put a
new slant on videos by Abba, Radiohead, Prodigy, Will Smith, Britney
Spears and George Michael. In the Will Smith spoof, for example, the men
in black all finish their dance routine in a car park, only to file out
to become pall bearers for a coffin.
The spots were directed by Simon Aboud through Handbag Films. They were
art directed by Robert Clarke and Ben Crook, and will break on Channel 5
from 10 May. Further activity is planned for the summer on Sky
The MTV Networks digital music package will include three new channels
as well as the existing MTV, VH1 and M2. The new channels are MTB Base,
which will specialise in dance and R&B; MTV Extra, which will carry the
same kind of music as the main MTV channel; and VH1-Classic, which will
feature a selection of hits from the past 40 years.
’Our challenge was to communicate the cultural cachet and diversity of
music video on these channels,’ Aboud explained. ’Running them in mute
form adds to the power of this medium’.
David Pullan, vice-president marketing and communications for MTV
Networks, added that the campaign ’captured the essence of MTV and VH1’s