In the latest ad from MTV Brazil’s ongoing “The Music Never Stops” campaign, we see The Who’s “My Generation” in a whole new light.
The commercial from Sao Paulo agencies, Loducca and ParanoidBR, was directed by Dulcidio Caldeira and lets us see how the vocal chords behave during a rendition of the 1965 anthem.
The ad takes its inspiration from the work of Swedish artist, Sara Lundberg. In Lundberg’s original work, she filmed the vocal chords of four people singing an acapella using a digital endoscope inserted through their noses. On her site she says she in the case of her video, angelic beauty occurs in the apparently vulgar.
It joined three other “Guitar Man” spots which are also visual experiments that celebrate pop music. The ads take air guitar to another level and show famous guitar riffs being played on the likes of “Ramirez”, “Sebastian” and “Nuñez”.
We hear some interesting versions of Dick Dale’s ‘Misirlou’ and Black Sabbath’s ‘Paranoid’. One Fabrício does a particularly good impression of Jimmy Hendrix’s Voodoo Child. The human guitar spots won a Bronze Film Lion and Bronze Film Craft Lion at Cannes 2012.
This is the same team behind the award-winning (Art Directors Club, FIAP, D&AD, Cannes Lions) spot “Balloons”, featured in Lürzer’s Archive Vol. 4/2011. The stop motion film which celebrated the 21st anniversary of MTV Brazil and was also part of “The Music Never Stops” campaign burst balloons to create a flipbook effect animation.
It took almost 24 hours of straight filming to complete and used 600 balloons attached to a 200-metre rail with ten balloons being popped per second. In homage to the ad, Loducca have also created an MTV ad promoting the use of condoms with – you guessed it – blown up versions of the contraceptive.
Video: Loducca "The Making of Balloons for MTV"
Video: MTV "Vocal Chords"
Video: MTV "Guitar Man - Ramirez"
Video: MTV "Guitar Man - Fabrício"
See MTV's best campaigns over the years in our online archive here.