MUSIC TELEVISION CHANNEL: SPA

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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: Relaxing music

FVO1: There is a place where you can escape from all the worries and cares of everyday life. Where all stress dissolves and a deep calm infuses every part of your being. Serenity spa is situated deep in the forest and offers a range of treatments to rejuvenate and nourish your body, while nature revitalises your soul. Let the magic of the forest wipe away the stress of the city at Serenity spa.

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'.