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SPANISH-LANGUAGE VH1 AIMS TO REACH 'BEYOND MUSIC'

New TV Spots Focus on Rock Star Lifestyles

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NEW YORK (AdAge.com) -- In the first major consumer push behind the year-old Spanish-language version of Viacom's VH1 channel, three somewhat oddball spots make the point that VH1 is more than music videos.
La Comunidad's rock star spot for VH1.

Made for Latin America
The commercials -- by La Comunidad, an independent agency based in Miami and Buenos Aires, Argentina, that also works for MTV Latin America -- aired in Latin America and Puerto Rico from late February. In March, the campaign is set to break in Mexico with print and outdoor ads.

In one commercial, a long-haired, outrageously dressed rock star attends a parent-teacher meeting at his daughter's school and asks questions about the curriculum and French classes. Whenever he speaks, fireworks go off, as they would in a heavy metal stage performance although none of the other parents seem to think that's odd. The tagline is: "A musician's life is more than just videos."

VH1 'beyond music'
"We had to ask the question why do we need another music network when there is already MTV," said Jose Molla, Miami-based creative director of La Comunidad. "So we positioned VH1 as something that goes beyond music. We showed artists in their everyday life as a metaphor for this."

In another spot, a gorgeous young musician ignores the caressing hands of unseen adoring women as he warmly thanks his grandmother in Spanish for knitting him mittens.

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