MTV Switch ‘3650’
To the youngsters that make up the MTV audience 10 years can seem like a lifetime. Yet scientists reckoned that this was all the time that we had left to fix global warming, or we’d never be able to. Paul Smith, the European, Africa and Middle East creative director of Ogilvy & Mather and Mike Everett, who wrote this commercial together, reckoned that 3,650 days sounded much more immediate, and would strike a chord with the music loving kids. And so it proved.