Malcolm Moore Deakin Blayze is launching its first work for the
music channel, MTV, with an ad directed by Tom Carty for MTV's new
channel MTV Hits.
The spot, called "Eggcentric", breaks later this week and focuses on the
obsessional side of pop music. At first, the big-haired star of the ad
seems to have an irrational obsession with eggs. He appears in a lift as
an old lady looks quizzically at his two shopping bags stuffed with
nothing but egg boxes. In another shot, his fridge is stacked with more
boxes. He then makes numerous dishes involving eggs and even feeds his
dog, named "Ronan" after the Boyzone pop star Ronan Keating, scrambled
As well as eating nothing but eggs, the man has lined his fish tank with
them and makes a strange egg shrine dedicated to pop with different
stars' faces on the shells. His flat is also graced with a full-length
picture of Elvis where he has replaced the King's head with that of
It is then revealed that the reason why the man has been buying eggs by
bulk is to collect enough boxes to soundproof his living room so he can
watch MTV Hits at full volume and indulge his passion for pop.
The commercial uses the tag line: "MTV Hits. As mad about pop as you
Tom Carty directed the ad through Gorgeous. Now a full-time director,
Carty co-wrote both the Abbott Mead Vickers BBDO Guinness "surfer" and
"snails" spots with Walter Campbell.
The TV campaign is supported by press ads. Four executions depict the
real-life obsessions of fans through the transformation of their school
bag, pencil case, exercise book and folder into mini shrines to their
The TV work runs on MTV and Channel 5 this week while the press will
appear in Shout, Mizz, TV Hits and Sugar.
The ad was art directed by Nick Williamson and written by Gary Ruby.
Equinox is handling the media planning and buying.