Idents are a great brief to get. They usually serve to sponsor a certain programme - so the USP is all there for you...for example Nintendogs sponsor 'It's Me or the Dog'. It's just a case of bringing it to life in a cool way. Also, clients don't tend to be as strict with them as they are for regular full length tv ads, so as a creative you tend to be able to get away with more stuff.
Case in point - for Nintendo a couple of years back, we were able to get some really fun stuff through, but when it came to the main TV ads the client became well anal. This obviously led to Nintendo being resigned by the agency...but that's another story.
Anyway, I got side-tracked. Here are some great new idents for MTV created by the super-slick Universal Everything. These sort of channel idents, for the likes of MTV and E4, are even better as the only product they're advertising is themselves, so there are fewer creative restrictions. Hence these ones are brilliantly random...and as I mentioned, they're super-slick, colourful and clean as a whistle. The first one is my favourite.
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