MTV Breaks Image Campaign

MTV, celebrating its 20th anniversary this year, has unveiled an image effort tagged “We’re watching.”

The campaign is expected to encompass broadcast, print and outdoor media. The ads to some extent spoof posters and other executions that seek to educate young people about sexually transmitted diseases and other health hazards. The MTV effort includes an owl icon with laser-beam-style rays of light shining from its eyes. One execution, appearing on the sides of subway cars and buses in major cities nationwide, shows close-ups of four young adult faces and uses the headline, “Three out of four people have MTV and don’t even know it.”