I Want My MTV! Part 4
The “I Want My MTV!” story wouldn’t be complete without a look at Dire Straits' music video “Money for Nothing.” Mark Knopfler originally wrote the song after seeing a store wall of television sets tuned to MTV. During recording Sting dropped into the recording session and added the melody of his “Don’t Stand So Close to Me" with the then unbiquitous "I Want My MTV!" and forever pushed our battle cry out of advertising history and into the cultural slipstream (the film went on to be honored as the 1986 VMA Video of the Year). If there was ever a more effective branding accident I don’t know what it is.
I never asked Dale Pon about his reaction to this unusual turn of events. If he responds to my email about it I’ll fill you in.
…:::Update from Dale Pon:
Absolutely amazing! I was very happy.
Twitchy that the campaign was familiar, there were those ready to quit “I Want My MTV!” They hadn’t heard that change is good, but not for its own sake.
The Sting singing won them over; “I Want My MTV!” was new again – maybe there in 1985, we were still striking a “responsive chord.” Some say, it still resounds.0 comments Tagged: Dale Pon, IWMM, MTV, MTV posts, advertising, branding, lkj,.