MTV: "The Music Never Stops, 1" TV Commercial by Loducca

Advertised brand: MTV
Advert title: The Music Never Stops
Headline and copy text (in English): The music never stops.
Advertising Agency: Loducca, São Paulo, Brasil
Agency website: http://loducca.com.br
Creative Director: Guga Ketzer, Cassio Moron, Pedro Guerra, Marco Monteiro
Art Director: Gregory Kickow
Copywriter: Patrick Matzenbacher
Executive producer: Sid Fernandes
Published: March, 2011
Short rationale (optional):
To launch MTV’s new concept - The music never stops - we used one of music’s
universal symbols: the band t-shirt.
We selected t-shirts of artists of different generations.
Then we cut them in half and sewed the halves together.
On one side, an artist of the current generation. On the other, an artist
who influenced him.
Over 2,500 models were delivered to four different states in Brazil.
VJs and musicians wore them on MTV and were watched by millions.
It was made clear to the public. Just like music, MTV never stops.