Strategic Insight

Parents love to blame MTV for all sorts of societal ills. This period of brand stewardship for MTV wore that blame like a badge of honor and positioned MTV as the evil behind everything from LSD to the faking of the Apollo moon landing. Ultimately, the work was banned in liberal, student-centric Boston, Massachusetts. For most organizations this would be a problem. For MTV, it was a win that made this work among its most successful.