MTV comes to Australia with risque campaign

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SYDNEY -- MTV is announcing its launch on Optus Vision national pay-TV next month with cinema and free-to-air television advertising featuring sperm trying to penetrate a cross-section of a condom-like sphere.

While the sperm unsuccessfully pound against the sides of the rubber sphere, the MTV logo stays securely inside and the message reads: "MTV is coming but you'll only see it with your Optus Vision".

Produced by George Patterson Bates Sydney's creative team of Matt McGrath and Mark Dove, the three-week campaign, which includes radio, magazines and street press, is targeting 18 to 24-year olds. A teaser campaign on Optus Vision has also been produced by Sydney boutique VCD and production house POD.

"MTV has finally arrived in its purest form," says Kim Vecera, MTV's local chief executive officer. "It's the most exciting thing to happen for youth culture - communicated in a funny and a bit naughty way."

Copyright March 1997, Crain Communications Inc.

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