Context: Most TV channels have lost sight of entertaining people, instead focusing on teaching lessons and improving lives, and people’s expectations have shifted accordingly. So VH1 needed help reinforcing its position as an entertainment channel, where pop culture and youthful spirit are at the core.  

Insight/Idea: The campaign statement was simple: “Watch and don’t learn.”  

Results: We were able to position VH1 as the channel you watch “just for fun”, strengthening the entertaining side of “pop culture” through VH1’s irreverent personality.