Cannes Unleashes Lions & MTV Switches Planets On Us (Sort of, but like, in the future…)

With Cannes Lions International Advertising Festival kicking off yesterday, MTV unveiled a seriously backed public service campaign to remake the network’s brand image by coming off green via its Switch site and, like, not totally vacuous, by promoting “environmentally friendly lifestyle choices among youth in order to reduce the carbon emissions that contribute to climate change” with ads by 180 LA, Cake, Lowe Worldwide, Ogilvy & Mather, Wieden & Kennedy and Young & Rubicam.

Wouldn’t it be enough just to run the ads without the justification, seemingly penned by that guy “Butchie” from HBO’s new show John From Cincinnati, because I find their justification to be somewhat alienating.

Take for example this part “On this site, not only will you see some stuff that makes you go “really!”, but you’ll also find some ads from top agencies that will make you laugh, cry and maybe even worry (a little bit). Also seewhat celebrities have to say on the whole green issue–yeah, we’re talking about JT and Cameron Diaz here… non of your z-listers!

Wow… first of all I’m more than a little worried about global warming, pollution, and the consumption of our planet’s natural resources. Secondly, I COULD NOT care less what Cameron Diaz has to say about ANYTHING–although I found her response to the question of whether she could speak Spanish to be pretty funny: “I know what you’re saying, I really do. I just cannot respond to you back in Spanish. I can barely speak English properly. I didn’t grow up in a Cuban or Latin community. I grew up in Southern California on the beach, basically.

Is that also the proper setting for spelling ‘none’ without an ‘e’?

On a serious note, with those agencies contributing it provoke thought (a little bit) and, in the least, the Switch site might provide the premise for a new video by The Strokes, like this one inspired by Tron or this one.

In more interesting news, head over to the site for Cultgeist’s 4C–“an initiative that explores culture, content, communication, and commerce”–to get a sense of what my good bud Marisa of ‘Sup Mag will be tackling this year in conjunction with GUM/Saatchi & Saatchi.

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