Malcolm Moore unveils MTV work

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

Robbie Williams.

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

pop heroes.

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.