Ad Nut
Feb 3, 2016

MTV unleashes the monkey for CNY

From Singapore: ‘Unleash the Monkey’ by MTV Asia

MTV unleashes the monkey for CNY

Charlie XCX, Demi Lovato, HyunA, Miley Cyrus, Selena Gomez and Tori Kelly—all female artists born in the Year of the Monkey.

And all feature in an MTV Lunar New Year on-air promotion called “Unleash the Monkey”, which will air in China, Indonesia, Malaysia, Philippines, Singapore and Thailand until 14 February.

“Our audience expects MTV to be creative, bold and unconventional," said Andrew Lo, head of creative, MTV and Comedy Central, Asia, Viacom International Media Networks. "We trust our fans appreciate this visual storytelling to celebrate some of the hottest female artists and perhaps, see the ‘monkey’ in all of us as we enter the Year of the Monkey."

See more Lunar/Chinese
new year ads and promos

According to the release, the video was inspired by the concept of evolution, and “showcases the primal nature of human origins and the process of metamorphosis from humans to monkeys, while weaving in elements of the Monkey King, or Sun Wukong.”

While Ad Nut has no real clue who the female humans are, Ad Nut thought the creative was really very good, and was wondering if there was an all-male version of the festive message.

But the good folks at MTV already had an explanation for there not being one: “The all-female lineup in the video challenges the stereotype of ‘man’ as the conventional visual portrayed in the process of evolution.”

Well then, Ad Nut demands an all-squirrel lineup to challenge the stereotype of ‘monkey’ as the central character to this evolution theory the humans keep harping on about.

Ad Nut knows there’s a squirrel hiding in everyone’s family tree—one just needs to look real hard.

Also, Ad Nut can't embed the video so click the link to view it.

Source:
Campaign Asia
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