Fuse is fuel for fury. MTV doesn't like their tone.

Adland: 

Fuse adcampaign struts out Sally Struthers, this time she's pleading with us to "save the music video".

Today when Mel Karmazin, head of Viacom, arrives at the MTV office in New York city, a giant Times Square billboard outside his office featuring Sally will be his view. A rival music channel ordered the poster installed overnight to 'tweak' what it called MTV's "lack of music" in it's programming.

Telephone kiosks just outside the MTV offices will carry the anti-MTV slogans as well.

Fuse yesterday distributed about 2 million free cups bearing another punning anti-MTV slogan: "Where's the M in emptee-vee?"

Sources at Fuse said MTV COO Mark Rosenthal had called CEO Josh Sapan, Rainbow Media Holdings which own Fuse to complain that the cups were " a personal affront"

Josh Sapan invited Rosenthal for coffee but he declined.

Ironically, Viacom owns both the billboard, and the telephone Kiosks outside the MTV offices.

spotted by : Clayton/adlist at teenmusic

Comments (7)

  • Dabitch's picture
    Dabitch

    What will they do for TV? I hope they do TV - looking forward to their commercials on this emptee-vee concept!

    May 17, 2003
  • tlevitz's picture
    tlevitz

    ooooh! Somebody's a bit thin-skinned. Three words Rosenthal, Friday-Night-Videos.

    Brilliant! Thanks for bringing me my daily dose of concept envy.

    Actually, emptee-vee exemplifies the trend of cable networks everywhere... "you want the programming that made us famous? We just launched a new network and you've got to pay for it. Suckers!"

    Yeah, for mere dollars a day, you can feed an American child starving for videos.

    May 16, 2003
  • Dabitch's picture
    Dabitch

    Gotta love that they pulled out Sally. Really. Gotta LOVE sally for doing it too. Respect sally. :)

    I find myself having a serious case of both concept and media envy on this one - GO CANADA! GO FUSE! hahaha!

    May 16, 2003
  • Dabitch's picture
    Dabitch

    haahaa - gotta love Karmazin holding hands and running away from Sally....

    May 16, 2003
  • CopyWhore's picture
    CopyWhore

    Pretty ironic that irreverent old MTV can't stomach a small dose of, well, irreverence...

    Of course, they sold out long ago to Generation Dullard, when they filled the channel with a bunch of idiotic, herpes infested twenty-nothings supposedly living in the Real World.

    Aug 02, 2003
  • anonymous's picture
    anonymous

    CopyWhore has a point. When will emteevee start showing music videos again??

    Aug 02, 2003
  • caffeinegoddess's picture
    caffeinegoddess

    That's what MTV3 or something is for. I've stopped watching MTV for that reason- for the most part.

    Aug 04, 2003

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.