MTV is launching a global marketing push to tackle climate change that includes a TV ad attacking businesses guilty of "greenwash" - deliberately misleading consumers about their eco-credentials.
The Viacom-owned global music TV broadcaster is launching a series of four promotional clips and five short films that urge corporations to make their lifestyle greener by "speaking to young people in their own language".
One TV ad, created by ad agency 180 Amsterdam, features an animated character singing a "green song".
In the tongue-in-cheek video clip the character sings about how to identify "false greens" by talking about businesses and politicians who choose to "paint" their policies green.
The character tells viewers not to be drawn into a false sense of security but instead to take action in their daily lives.
"There are so many fake greens out there it is criminal," said the 180 Amsterdam creative director, Sean Thompson.
"The MTV Green Song simply asks you to do your bit for the environment by switching off your lights, computers and TV sets," Thompson added.
This Green Song clip, one of four created by agencies including Selmore and Cake, is part of youth-targeted climate change initiative MTV Switch.
"MTV Switch was created to provoke, entertain and encourage change among young people," said John Jackson, the director of social responsibility at MTV International.
The public service announcements and short films, made by production company Element, will be available across MTV's global network of 165 local TV channels in 162 countries.
MTV's campaign targets 15- to 25-year-olds, pushing the message that small actions taken by huge numbers of individuals can make a difference.
Other promotional clips push messages such as saving energy by spending more time outside and switching off gadgets, and showing that everything from ice caps to gas prices is connected.
The series of five short films follow the efforts of five young people who are each trying to tackle global warming issues in different ways.
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