MUSIC TELEVISION CHANNEL: MEAT WORLD

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Released:	April 2008
Advertiser:	MTV AFRICA
Brand name:	MUSIC TELEVISION CHANNEL
Agency:	Ireland/Davenport
Country:	South Africa
Category:	Publications & media
Tags:	Johannesburg

Credits:

Advertising Agency: IRELAND/DAVENPORT, SOUTH AFRICA, Johannesburg
Executive Creative Director: John Davenport/Philip Ireland
Scriptwriter: Mimi Cooper/Warwick Rautenbach
Agency Producer: Natalie Andrews
Account Supervisor: Nicola Anderson


Script in English
SFX: Rock music

MVO: Hi, I’m Brad and I’m the manager of Brad’s Meat World, where you get the largest range of discount meats. Buy our bulk pork pack and get a pre-sliced beef tongue FREE! Come on down to Brad’s Meat World chop, chop!

ANN: MTV – Where the music always wins.
Brief Explanation
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'.