Trust MTV to come up with the wackiest of creatives. Not that we are complaining, though. However, with MTV, we are, more often than not, lost in a labyrinth of assorted thoughts that we are forced to believe insanity is normal. Yes, we know MTV is pervasive. It has a brand identity that is unparalleled. And yes, we totally understand the need to stand apart from the crowd (read boring ads!). Yet, we are averse to the idea of making a cocktail out of creativity and abstract thought. Albert Einstein might be proud but fishes and creepy reptiles are not what we identify with MTV. Hard-core rebranding could perhaps have a new definition. Perhaps!

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