Fittingly for a music enterprise on a new medium, MTV went back to the creator of its very first ad campaign, Dale "I want my MTV" Pon of New York's Dale Pon Agency. Pon says it was a meeting with MTVi CEO Nicholas Butterworth that touched off the creative process. "He explained what he wants SonicNet.com always to be: 'The best place we can share our passion for music.' " Co-CD/writer Maria Raissis used that philosophy to come up with the slogan, "Me music. It's mine."
"We thought, 'Gee, what's the most basic piece of music there is?' " recalls Raissis. "From there we took it to 'mi mi mi,' and we thought if we could have all these artists warming up with that, it would convey that sense of personalization that SonicNet offers. The idea for the slogan and for the spots was pretty much always hand-in-hand. We figured since it's SonicNet and Viacom, they have relationships with all these great artists, so wouldn't it be great to have all of them come to a party and do this for us."
Everybody rose to the challenge with the help of veteran diva-director Tim Newman, whose music videos have been on MTV since the '80s.
Client: MTVi/SonicNet Agency: Dale Pon Agency, New York Creative Director: Dale Pon Co-Creative Director/Copywriter: Maria Raissis Director: Tim Newman, MTV/Crossroads Films Production Designer: Rob Young Director of Photography: Fred Elmes