La Comunidad Films For MTV In Miami.

la comunidad Miami just finished a new project of 15 TV commercials for MTV, to promote the top rated show “The Ten Most Requested Videos”. The spots already started airing on the “MTV Awards Show” and will be seen for the next few months throughout Latin America.

“It seemed to us that the most interesting thing about the show was that people interact and vote for the videos they like the best. The diversity in taste makes it so that, at times, the ranking doesn’t make sense. For example: Britney Spears could be in first place and Papa Roach (more hard core music) in second place. That’s why we came up with this campaign’s concept, that is also very interesting as a branding message for MTV: ‘WE DON’T JUDGE WHAT PEOPLE LIKE. WE JUST SHOW IT. THE TEN MOST REQUESTED VIDEOS. MTV.” said José Mollá, the project’s creative director and copywriter. The commercials had a length of 15 to 45 seconds.

la comunidad also created the packaging for the show, including the set design, the opening and closing, the ranking bumpers in and out, and all the screen design. The idea and creation of the show’s packaging was made together with la comunidad Buenos Aires.

“Before, the show was made from the street, where the hosts talked with the public. Now, for the first time, it is broadcast from a studio. That’s why we wanted to find an interesting way to integrate people into the show. We thought the concept to be very appropriate for a show that only reflects what people want.” stated Joaquín Mollá creative director and partner of la comunidad, agency with offices in Buenos Aires and Miami.

This is the second project la comunidad has created for MTV, again participating in the creation of the whole show package (promotional commercials and packaging): “We like doing things that don’t always have to do with advertising. This type of project gives us the opportunity to create and produce in other formats”, added Guillermo Tragant, member of la comunidad in Miami.