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copy with character
CHALLENGE
Create a :20 promo to serve
as both a tune-in for MTV's two-hour Ridiculousness marathon and a clip-based spot for T-Mobile. With the client sponsoring the marathon, a custom :10 Billboard would close the promo and air throughout
the two-hour block.
SOLUTION
As the marathon was scheduled to air on summer's unofficial kick-off, Memorial Day, I tapped into summer vibes and the Ridiculousness audience's desire to hang with their friends. This narrative works well with T-Mobile's theme of connection and network. The Billboard headline, "With Limited Commercials and More LOLs," leaned into the show's comedic benefit, while using familiar texting lingo.
DISTRIBUTION
MTV Network
ROLE
Lead Copywriter
RESULTS
The client requested no changes to the Billboard copy or the spot. Initially only expecting the Billboard, they were thrilled with the tune-in.
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