MTV Latin America is running its first outdoor advertising in Argentina, with 10 executions appearing in Buenos Aires, Mar del Plata, Pinamar and Villa Gesell. The campaign, which includes more than 60 billboards and bus shelter and street signs, uses the tagline ‘People who watch MTV see things others don’t’ (written in Spanish as ‘Los que miran MTV ven cosas que los demás no ven’), and features caricatures of local and international artists. Celebrities in the spotlight are Argentina’s Charly Garcia, Los Pericos, Soda Stereo and Los Fabulosos Cadillacs, as well as Michael Jackson, Elton John, Kiss, Madonna, Red Hot Chili Peppers, Slash and Tina Turner. The campaign aims to convey both the local focus of the Spanish-language cable channel and its international scope of coverage. Savaglio TBWA, MTV Latin America’s agency of record in Buenos Aires, created the campaign, which continues through mid-year.