Advertising Agency: Loducca, São Paulo, Brazil
Creative Director: Guga Ketzer
Art Director: Cassio Moron, Andre Nassar
Copywriter: Guga Ketzer
MTV: Except for AIDS, nothing has changed
Romain said,
I can’t understand these ads …
How can you belive that a campaign like that is helpful, when you are publishing these photographs, you help to encourage the climate of “everybody f***s with everybody”, and I believe there is more problems after the publication than before.
Sometimes ads are very stupid and unconscious, they only want to sell more sex, the MTV way …
Thanks guys…
meneame.net said,
Campaña sobre el Sida de la MTV (NSFW)…
"Excepto por el Sida nada ha cambiado"… Es el slogan de esta arriesgada campaña de la MTV….
sam said,
i love it!
romain, banging has been around for a long long time its not selling sex its aknowlaging it. I think it makes a good point that stays in your mind and its an ad one would probobly show to friends. Which is the point of advertising, getting the message out that sticks with you and that reaches the biggest audience. Its funny but true.
Romain said,
I work in advertising, I now how works an ad, and what stays here in your mind is sex, it is made for cathcing your eyes with sexual images, and the ridiculous micro-baseline in the bottom doesn’t catch the look, if compair to the image.
I think it’s bad to encourage these kind of sexual comportements just to promote the use of a condom, it’s good for bad …
Dirty but true …
Felipe said,
“MTV ? Ok, let’s put some sex pictures, they like this kind of thing.”
very easy to sell not creative.
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ka.te said,
Romain stop being so prudish! sex is part of life and advertising it is nonsense! U cant advertise sth that ppl do anyway. Its like advertising “breathing”! The other thing is that it IS very easy to sell and not creative but unless it works its ok with me.
Pratish said,
Makes u pause and look…
so what if it is MTV trying hard to be MTV… the message is clear.
I like it.
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MTV ads against AIDS « I Do Like It said,
[...] São Paulo, Brazil has made a campaign for MTV, “Nothing has changed”. Found these in I Believe in Advertising. You can find all the ads in a larger size [...]
Romain said,
I don’t now if this kind of sex is a part of the life, especially of the youngs between 12 and 20, the target of MTV …
It’s not being prudish, it’s to be conscious that three people f*cking together is not a good exemple for the target, and, in facts, that a threesome is not something you do as often as breathing, it’s a stupid argument.
You can advertise about good sex, but here it’s more pornography than good clean sex…
But maybe, ka.te, the word responsability means not a lot to you, that’s okay …
Nadège said,
Thinking that sexual behavior havent changed is a big lie, tell me if at the time that it showed here (the ad) teenagers were fucking together, I dont think so.
MTV should thinking more about who are watching their ad, If I was a parent I wouldnt find my 17 years old girl doing this kind of thing and tell me that everybody is doing that.
and if you dont want to see this kind of sexual malaise in our world, well, you might think it a very good picture, very creative and yeah you’ll encourage it ! But look a little bit further and you can see yes there is a problem.
ka.te said,
If MTV’s target is aged between 12-20 I think there is a lot of things it shouldn’t show! Just look at the shows or videos. But I don’t think that they aim that low in age. As I said its not creative because its using the easiest way to catch ppls attention but if u say its telling young ppl to have sex with everybody I see it in a different way. These days everything exude with sexual freedom. TV, papers, magazines etc. shows young ppl “its not bad to have sex with whoever u want to and whenever u want to” and I’m not saying its good! But this ad, as I see it, is just saying if u have to do it in tht way just dont forget about condoms! For yr own safety! And u cant tell me its not responsible!
Romain said,
I agree with that, but the ad could have shown two people making love, as we see in the others campaigns, and, of course, the message is the same if there is two or twenty people making it together, but there is a choice that have been done for MTV, the choice of trash, and for me it’s a contribution to the immorality of the environnement of sexuality today. There is enough medias showing insanely abd things about it to show it again in campaigns against AIDS…
Showing normal sex is, for me, always better than showing dirty sex…
And I now by experience that you start watching MTV as a young teenager, especially because there is always sex, the only thing you have in mind between 13 and 17 …
Of course this ad doesn’t suggest to f*ck with everybody, but it’s another ad that shows anomal sex to an easily influenced audience, and I find it sad …
At least, I agree with you, it’s not creative at all …
ka.te said,
If u want to fight against sex in TV make a different ad. This one shows though that even during “dirty sex” , as u call it, u shouldn’t forget about AIDS. This ad doesnt fight with free sex, threesome, one night stands etc. that will happen anyway. It’s not against promiscuity. It fights with ignorance among young ppl (not kids), against fatal sexually transmitted disease that is more possible to be transmitted during free sex whith ppl tht they sometimes hardly know. In my opinion it says : “Hey! we not gonna tell u sex is dirty even if u make it in 3 cause ppl were doing it like that ages ago! We’re not yr parents. But what u should remember now is a condom to prevent u from AIDS” Its speaking young ppls language to make them listen.
Romain said,
But maybe a normal person understand that if you put a condom when you f*ck with one person, you have to put one when you make it with two …
What you don’t understand, is that I’m saying that showing this kind of “free sex” in ads for the young people is promoting and popularizing anormal sexuality, even if it says “use a condom even in an orgy”…
And it isn’t speaking in a language the youngs understand, it’s a perversion af the youngs’ language, it’s telling “kids are familiar with orgy, threesome, etc. …”, and using it to make the situation worst …
And the idea of “people did it for a long time ago” is stupid, a long time ago many people fucked with someone of their own family, but it doesn’t sell at all … It’s not because it happened that it is it a good exemple, it’s not a justification …”
ka.te said,
I CAN agree its unnecessarily strong…too strong.
But I cant when u say threesome, orgy is abnormal. Read on sex in psychologic and psychiatric books and u’ll find out what is normal and abnormal.
If u say “dirty sex” because u read on sex in Bible I won’t say a thing then and the topic is over.
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Mike said,
If you don’t think young people have threesomes your very wrong, living in a college town when the kids get their first taste of freedom it happens more than you might think.
MTV should show the ads it an important message regardless of how you feel on the subject, “protect Yourself”
sharare said,
juuuuuuuuuuuuuuuuuuuuun bede bokhoramesshhhhhh
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