Context: MTV was still perceived as a music-videos-only channel, but its content was way more diverse, including reality shows, interviews, etc.
Insight/Idea: Communicate that MTV is much more than just music: it’s an attitude. “If it’s MTVish, we have it.”
MTV is more than just music videos.
Why This Case: Understanding of youth, translating values of an iconic brand, making them relevant to a new generation.