SOURCE: La Comunidad

La Comunidad

May 24, 2010 13:12 ET

La Comunidad Presents a New Image Campaign for MTV International Around the World Cup

MIAMI, FL--(Marketwire - May 24, 2010) -  "It's football time, we understand why you aren't watching MTV," states MTV International's new image campaign around the World Cup. Filmed in Russian, Spanish and Korean, the campaign presents MTV's take on the biggest sporting event. The campaign will air on all MTV channels outside the U.S. starting in June.

"It's the anti-campaign for the World Cup," said Jose Molla, chief creative officer of La Comunidad. "The challenge was to address the passion that the World Cup inspires while recognizing in an ironic way that MTV is a brand that doesn't sponsor any teams or have content related to football."

"We were able to say what everyone is feeling about the World Cup in a way that only MTV can," said Gustavo Lauria, creative director of La Comunidad.

In the commercial titled "Shto," a Russian girl arrives home and finds her boyfriend eating cans of dog food to improve his chances of winning a trip to South Africa instead of just peeling off the labels. In "Chobi," two Korean guys obsess over whether a cricket that suddenly appears will bring good luck and in "Spooky," a Hispanic football fan is threatened by his hamster, which he hasn't fed in days.

"The World Cup is the most important international sporting event in the world and to our viewers, so we needed to acknowledge the fact that this is happening and that we know how important it is. We know how passionate they are, so we wanted something that reflects this, but through the MTV lens," said VP of Creative for MTV International, Sean Saylor.

Ricky Vior and Leo Prat of La Comunidad - Summer directed "Spooky" and "Shto" and also participated in the creation of the campaign. Maxi Blanco directed "Chobi" and Landia produced all of the spots.

About La Comunidad:

Founded in 2001, La Comunidad is a global, independent agency known for excellence in multi-platform advertising and for innovative communications on multi-national brands. With offices in Miami and Buenos Aires, the agency has won numerous international advertising awards and their clients include Corona Extra, Modelo Especial, Sony Electronics, Best Buy, Remy Martin Cointreau, Virgin Mobile, Volkswagen, Disney, and Coca Cola Company.

About MTV International:

MTV Networks International includes the premier multimedia entertainment brands MTV, VH1, Nickelodeon, MTVNHD, TMF (The Music Factory), VIVA, Comedy Central and Game One. MTV Networks' brands are seen globally in 640 million households in 161 countries and 34 languages via 170 locally programmed and operated TV channels and more than 400 digital media properties. The company's diverse holdings also include interests in television syndication, digital media, publishing, home video, licensing & merchandising and feature films. MTV Networks International is a unit of Viacom Inc. (NYSE: VIA, VIA.B).

Joann Wardrip
DiGennaro Communications