Home » Television Articles » MTV LAUNCHES IT'S NEWEST CHANNEL, MTV TR3S WITH A CAMPAIGN OF TV SPOTS written by EVAN SILVER and GINA FORTUNATO.
MTV LAUNCHES IT'S NEWEST CHANNEL, MTV TR3S WITH A CAMPAIGN OF TV SPOTS written by EVAN SILVER and GINA FORTUNATO.
MTV LAUNCHES IT'S NEWEST CHANNEL, MTV TR3S (pronounced tres)
WITH A CAMPAIGN OF TV SPOTS.
MTV LAUNCHES IT'S NEWEST CHANNEL, MTV TR3S (pronounced tres)
WITH A CAMPAIGN OF TV SPOTS.
/Television PR News/ - September 09, 2006 - MTV Tr3s is a new bi-cultural entertainment destination rooted in the fusion of Latin and American music, cultures and languages. Featuring the biggest names in pop, urban and rock, MTV Tr3s will also include lifestyle series, customized MTV music franchises and news that celebrate U.S. Latinos and their culture.
To launch the network a new TV campaign, consisting of four, 30 second TV spots,
were created in-house at MTV's on-air promo department. Written by Gina Fortunato and Evan Silver, the spots play off a unique cultural insight into American Latino culture, basically the act of communicating without having to speak.
In one spot, titled Prayer, a young teenage Latina tries on sexy outfits in front of her stern grandmother. Her grandmother disapproves of each outfit, not in words, but by simply adding more prayers to her rosary bead chain. After three attempts the girl gives in, putting on something more conservative to her Grandmother's liking. But the good will doesn't last long. After a knock, the teens "thuggish" boyfriend arrives to take her out. The girl looks again to her Grandmother for approval. Her Grandmother answers by looking up at a framed picture of the saint, "Our Lady of Guadalupe" for help. The line, "WE SPEAK YOUR LANGUAGE" supers on screen followed by the MTV TR3S logo.
In another spot, two young men "communicate" to each other across a downtown street through a series of varying whistles and hand gestures. A few seconds later, the first guy makes his way across the street with his friends food order in hand, just the way he asked for it.
The last two spots demonstrate how Latinos also use food and dancing to communicate with each other in their culture.
The first spot to run, Prayer, launched during MTV's VMA award show on August 31st to much buzz - including a shout out during the award's show from Jennifer Lopez. "Catering to the U.S. Latino youth market is a high priority for MTV," said MTV president Christina Norman. "Young Latinos are leading the most important demographic changes in this country and MTV Tr3s will be a place young Latinos will be able to see themselves authentically represented."
At launch, on September 25th, MTV Tr3s will reach just over 13 million people, joining MTV Español cable households with those served by Viacom's MásMúsica TeVe Network, a Hispanic property bought by Viacom earlier this year that broadcasts to 49 TV stations in 40 U.S. markets.
MTV TR3S CREDITS:
Agency - MTV On-Air Promos
Kevin Mackall - CD/SVP On-Air Promos
Amy Campbell - CD/VP On-Air Promos
Gina Fortunato - Writer / Art Director
Evan Silver - Writer / Art Director
Matt Giulvezan - Producer
Fernando Vallejo - Director
Nicolas Stampe - Editor/Outside Editorial
Eric Thompson - SFX/Berwyn NY
For more info on TR3S log onto: http://www.mtv.com/mtvsites/mtvtr3s/
http://www.mtv.com/mtvsites/mtvtr3s/
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