MTV Encourages Individuality

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MTV 'Margot'
MTV 'Margot'
MTV.com launches a new campaign with the tag, "Define Yourself," celebrating what makes users unique. Take "Margot," for instance, a self-proclaimed spaz and practitioner of high-chi, a probably fictional martial art invented by her father. Each kid is set up as a dictionary entry, complete with Wall Street Journal-like illustrations, read in deadpan voiceover. Directed by Ted Pauly in-house at the network, the spots are a call to the cause of individuality, promoting the site's networking possibilities through the caption MTV.com(munity).
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