In conjunction with last week’s airing of The MTV Movie Awards, MTV has been pushing new creative to brand its website MTV Overdrive (mtv.ca) as the place for all things MTV and music.
The concept of the spots is that two eyes and two ears aren’t enough to appreciate MTV Overdrive, which includes full-length MTV programs as well as exclusive live performances, interviews, news and over 10,000 music videos. One of the ads has a guy walking down the street with a hundred eyes and ears attached to him like Dr. Octopus, while the other spot has the same guy watching a music video on his computer by the new ‘it’ band Gnarls Barkley. Unique to the Canadian online world, MTV Overdrive has already exceeded two million streams in just 10 weeks and has clocked over 13.5 million ad impressions with nearly half of that coming in the month of May alone.
