Imagine that you’re facing programming as strong as ‘American Idol" at it’s peak, for days on end.
That about the situation in a number of international markets when the World Cup soccer matches air.
So MTV International has decided to address the situaion directly through some humorous TV commercials, Advertising Age reports.
"It’s the anti-World Cup campaign," said Jose Molla, founder and creative director of MTV’s international agency, La Comunidad, Miami, told Ad Age.
The article continues, ""As a brand that really targets 18- to 24-year-olds, we need to talk about the World Cup, and we wanted to acknowledge that it’s going on," said Sean Saylor, VP-creative for MTV Networks International. Mr. Saylor, who grew up in Argentina and is a big soccer fan, had the idea of doing a World Cup-related image campaign. "We don’t have any content that relates to soccer. [The campaign] really talks about who we are as a brand."
One of the three spots is below. To read the entire story and see the other two spots, click here.