‘The Cover' by MTV Staying Alive
References: staying-alive.org & trendhunter
MTV has collaborated with Belgian ad agency Lowe Brussels on a morbid PSA video as part of their ‘Staying Alive’ campaign to promote safe sex.
The spot is set to a soothing soundtrack that draws you in as we see a young man waking up in bed next to an attractive young female, looking content and happy. As he gets dressed before he leaves, Prince Charming gives the woman a delicate kiss before he covers her face with the white blanket with a copy that reads, “Not every love story has a happy ending. Protect your future. Wear a condom.”
There is something about direction by Mathieu Mortelmans that makes this spot very effective for me. Maybe because its theme is disguised under the happy music, bright sunny light and romantic touches, magnifying its impact at the end.
The creative team who worked on this also includes creative director Veronique Hermans, art director Ad Van Ongeval, copywriter Dieter De Ridder, and Sab Mucho.
The spot is set to a soothing soundtrack that draws you in as we see a young man waking up in bed next to an attractive young female, looking content and happy. As he gets dressed before he leaves, Prince Charming gives the woman a delicate kiss before he covers her face with the white blanket with a copy that reads, “Not every love story has a happy ending. Protect your future. Wear a condom.”
There is something about direction by Mathieu Mortelmans that makes this spot very effective for me. Maybe because its theme is disguised under the happy music, bright sunny light and romantic touches, magnifying its impact at the end.
The creative team who worked on this also includes creative director Veronique Hermans, art director Ad Van Ongeval, copywriter Dieter De Ridder, and Sab Mucho.
Trend Themes
1. Morbid Psas - The use of morbid imagery and storytelling in public service announcements (PSAs) can effectively grab attention and promote important messages.
2. Safe Sex Campaigns - Collaborations between media outlets and ad agencies can help promote safe sex practices through creative and engaging campaigns.
3. Impactful Visual Storytelling - The use of visual storytelling techniques, such as disguising the main theme until the end, can enhance the impact and effectiveness of advertising campaigns.
Industry Implications
1. Advertising - The advertising industry can benefit from innovative approaches to create thought-provoking and memorable PSAs to promote social issues.
2. Media - Media outlets, like MTV, can leverage their platforms to collaborate with ad agencies and raise awareness around important topics such as safe sex.
3. Healthcare - Healthcare organizations and initiatives can utilize creative storytelling techniques to deliver impactful messages about safe sex practices and sexual health.
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