The campaign, called "Exquisite Corpse", has been developed by 16 of MTV's divisions worldwide, each of which have contributed three seconds of material to the campaign's 16 30-second spots.
The way the ads were made has been based on an old parlour game, called Exquisite Corpse, in which each participant would write a word or phrase on a piece of paper and fold it over to conceal what they had written before passing it on to the next player.
The campaign has been created in a similar way. Each team only saw the three seconds of film that would appear before theirs when the ads were put together.
The ads feature original music, and combines animated, still and moving images to demonstrate the range of entertainment available on MTV's online and on-air channels. They were created digitally and edited using online technology.
The campaign was unveiled at the 50th Anniversary of the International Advertising Festival 2003 in Cannes.
It was presented by Brent Hansen, president of creative at MTV Networks International and president and chief executive of MTV Networks Europe, at the Create to Innovate in Media seminar last night.
"This inspired image campaign's process illustrates the risk-taking inherent in the MTV culture, harnessing the company's diverse, creative talent pool for a series of short films that uniquely resonate with our channels and audiences around the world," Hansen said. "The 50th Anniversary of the International Advertising Festival, among so many brilliant creative minds, is the ideal place to unveil MTV's 'Exquisite Corpse' campaign."
The campaign was devised by Fernando Lazzari from MTV Latin America, and follows last year's "MTV Coordinates" drive, a series of spots that featured still images based on universal keywords such as beauty, chaos and love.
The ads are available to be streamed online at .
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