MTV launched a campaign featuring a fictitious new association that criticized MTV, the idea being that there can be no better advertising strategy than to put oneself down. This “New Revival Association: for unblemished youth”, published posters, leaflets, and educational videos where they either censured specific MTV campaigns or warned young people about the dangers of the channel.The association’s website was packed with references to MTV’s perverse influence on kids.But their most devastating weapon by far was singing group “Happiness”, whose single “I Love Laura but I’ll wait till we’re married” undoubtedly provided Spain with the year’s alternative music hit.

An advertising campaign and its own counter campaign were developed.

OFFICIAL CAMPAIGN. There’s nothing better for getting in shape than dancing to the beat of good music without surgery. This campaign was released on the website bringoutyourmtvside.com, in posters, free dailies and free postcards.COUNTER CAMPAIGN. The “New Revival Association: For Youth Without A Blemish” came to life to challenge any activity MTV undertook and made that known in the street, on dontwatchmtv.com, in their educational videos, on the radio, in their posters, leaflets, etc. as well as the Happiness group - the musical antidote to the groups featured on MTV.