Cannes Lions

MUSIC TELEVISION CHANNEL

IRELAND/DAVENPORT, Johannesburg / MTV / 2008

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Description

This campaign demonstrates MTV’s focus on music. The radio spots are audio battles or sound offs between typical advertising voiceovers and their background music. Each time the background music gets louder and louder and the voiceover artist raises their voice in order to be heard. Ultimately the music completely drowns out the voice over. These audio battles end with the payoff line, 'MTV – Where the music always wins'.

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