MTV: Generation Youth, Graffiti 2010

After nearly 30 years, MTV has changed its logo, and its place in youth culture. To promote this historic evolution, MTV is rolling out a twenty-four spot image campaign that embodies the changing spirit and attitudes of its newest generation of youth. The thirty-second image spots defy stereotypes and show how this generation, raised on the internet, is different from their older sibling or any other generation that has come before them. The campaign ranges from underground sub-cultures to personal stories; from a wave of diversified skateboarders to teen girls who dont look up to celebrities to a pair of young DIY philanthropists with a global reach fueled by their facebook account. The campaign was shot over five days with two various camera crews in six cities. The spots start breaking on MTV mid March and will be releasing new spots every week. Music was provided by established artists OK Go, Peter Bjorn & John as well as up and coming bands and musicians just breaking into the scene.

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• MTV: Generation Youth

[Lemonjelllo]

Fuck MTV, fuck this video. Stop trying to cash in off graffiti you fuck heads.

[foureyes91]

fuck this. KEEP GRAFFITI UNDERGROUND... FUCK MTV

[ShY1CAS]

shy lairds forever....

[illcatchu1]

lame..........

[000BatFuck000]

i heartily disapprove.

[hoglife92]

you mainstream cats make me wanna quit, stop ruining our culture! leave graffiti the way it is.... ILLEGAL & UNKNOWN.

[2kartist]

MTV sucks

[vascolucasnunes]

Advertising Agency / Prod Co: MTV on-air promos Directors: Evan Silver and Michael Franzini Producers: Jessica Borovay and Brett Henenberg Associate Producer: Veronica Balta Art Director/Writer: Evan Silver SVP On-Air Promos: Kevin Mackall VP Creative Director: Amy Campbell Cinematographers: Vasco Nunes and David Gorn Editor: Erik Auli @ Post Millennium Sound Design: Dave Hnatiuk @ MTV Colorist: Micah Kirz @ Mi Post 360