MTV Networks Australia has launched a new series of print ads to promote its TV series Pimp My Ride as part of a new push to build on awareness of original content provided by the channel.
Aimed at the 12 to 32 year old market the campaign from Lowe Hunt features mock accident reports with descriptions of accidents caused as a result of cars that have been “pimped”.
In one the driver says, “My girl was getting out of the jacuzzi and she sort of slipped because I hit this big arse bump. I turned around to see if she was OK—and then bump.”
Lowe Hunt creative director Adam Lance said other MTV shows such as Jackass were already household names among the target audience.
“We’re aiming to make all the other great shows just as powerful from a brand point of view,” Lance said.
The campaign is running in street press and various youth publications, such as Drum Media
Credits: Agency Lowe Hunt, creative director Adam Lance, copywriter Michael Canning, art director Simone Brandse, photographer Stephen Stewart, media agency/planner MTV
