MTV Tr3s Debuts Branding Push

NEW YORK MTV Tr3s' new campaign "Ears" isn't squeamish about the literal meaning of "use them or lose them."Rolling out today, the spots show ears falling off musically challenged young Latinos, fleeing from Muzak and other musical indignities among bilingual hipsters-like vinyl records."The whole notion is, 'expand your world,'" said Daniel Marrero, partner and creative director for CreativeOndemanD, the Hispanic ad agency behind "Ears" as well as the first three-spot campaign wave that launched in June, "Cutouts."Marrero's Miami-based Hispanic ad agency, better known as C.O.D., worked with the idea that young Latinos want an edgier message, away from the monotony of yesteryear, with the overarching campaign name of "Para [For] Music Freaks.""It's a way of communicating the bilingual element behind that and the MTV attitude as well," Marrero told Marketing y Medios. "It's a sense of humor, an edge that you can capitalize on, almost like a cartoon. Basically, [young Latinos] don't take themselves too seriously. It's all about having fun."Working under the same "umbrella" idea, MTV Tr3s' earlier campaign released in June, "Cutouts," could easily be called "Cutups."The spots show young Latinos getting cozy with life-size cardboards of their favorite artists, including Shakira, Jennifer Lopez and Daddy Yankee. The tagline is "If we got any closer, it would be illegal."Marrero said the spots were not promoted when they launched last month, but they can still be seen on MTV Tr3s. They could be deemed a bit over the top, voyeuristic and racy, but that's the point for the target audience: Hispanic youth can identify with the network's edgier fare to satiate their musical and entertainment needs.Or, as Marreo said, the notion of "I'm a music freak because I'm totally into this music, but I'm also a music freak."Spending was not disclosed."We selected C.O.D to create our new branding campaign because they have a proven track record of taking Hispanic insights and bringing them to life in unique and memorable ways," said Lucia Ballas-Traynor, MTV Tr3s svp and general manager, in a statement. " 'Cutouts' and 'Ears' give the MTV Tr3s brand meaning. The spots are witty, irreverent and totally in touch with the mindset of our viewers."C.O.D. has not been officially named MTV Tr3s' creative agency, but Marrero said he has been tapped to work on other assignments for the music network to debut later this year. He would not provide other details.The agency's other clients for the U.S. Hispanic market include Volkswagen and Regents Bank.

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MTV Tr3s Debuts Branding Push

Nancy Ayala

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