MTV to Abercrombie: Oh, You Clever Bastards! | Adweek MTV to Abercrombie: Oh, You Clever Bastards! | Adweek
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MTV to Abercrombie: Oh, You Clever Bastards! Network tips its hat but defends The Situation

MTV has formally responded to Abercrombie & Fitch following the clothing company's offer to pay Jersey Shore star Mike "The Situation" Sorrentino to stop wearing its clothes. "It's a clever PR stunt, and we'd love to work with them on other ways they can leverage Jersey Shore to reach the largest youth audience on television," an MTV spokesperson said in a statement. Writing on the network's Remote Control blog, Lisa Chudnofsky elaborated: "If the Jersey Shore cast should stop wearing the brand, does that mean those same fans—the ones who love nothing more than to curl up in their A&F sweats every Thursday night to watch their favorite show—should stop wearing it as well? . . . Oh, Abercrombie, what kind of snowball hath y'all set in motion? We hate to add to the avalanche of publicity that A&F is currently eating up at the expense of our innocent reality TV icons (who declined to comment because they were too busy getting more famous)—mostly because that was the whole point of this shenanigan, wasn't it?—but we're all family here at MTV, and no one messes with our Situation." She adds: "Mike, you look better naked anyway." UPDATE: Check out Good Morning America's report below, featuring Adweek's own Brian Braiker. And below that, vote in our Fitchuation poll.

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