‘The Cover' by MTV Staying Alive

 - Dec 24, 2008
References: staying-alive.org & trendhunter
MTV has collaborated with Belgian ad agency Lowe Brussels on a morbid PSA video as part of their ‘Staying Alive’ campaign to promote safe sex.

The spot is set to a soothing soundtrack that draws you in as we see a young man waking up in bed next to an attractive young female, looking content and happy. As he gets dressed before he leaves, Prince Charming gives the woman a delicate kiss before he covers her face with the white blanket with a copy that reads, "Not every love story has a happy ending. Protect your future. Wear a condom."

There is something about direction by Mathieu Mortelmans that makes this spot very effective for me. Maybe because its theme is disguised under the happy music, bright sunny light and romantic touches, magnifying its impact at the end.

The creative team who worked on this also includes creative director Veronique Hermans, art director Ad Van Ongeval, copywriter Dieter De Ridder, and Sab Mucho.