MTV Staying Alive In Bed

Music channel MTV created the Staying Alive Foundation in 2005, in response to the continuing spread of a HIV AIDS. The organisation’s campaigns are designed to inform young people about the dangers of unprotected sex. Lowe Brussels was briefed to develop a campaign in time for World AIDS Day on December 1, 2008. These two live action spots, accompanied by three animated videos, use a combination of tragedy and comedy to provide a human face on the spread of the epidemic.

MTV Staying Alive Foundation The Cover commercial

The Cover

Not every love story has a happy ending. A young man gets out of bed, dresses and prepares to farewell his partner.

Click on the image below to play the video.

Rebel Penis

Because dicks have feelings too. A young couple are about to indulge in some passionate love making but are interrupted by an unwilling member.

Click on the image below to play the video.


The MTV AIDS 2008 campaign was developed at Lowe Brussels, Belgium, by creative director Veronique Hermans, art director Ad Van Ongeval, copywriter Dieter De Ridder, agency producer Anne Gruszow, account director Stephanie Jacquet.

Filming was shot by director Mathieu Mortelmans via SAB Mucho, Brussels, with director of photography Thomas De Hemptinne.

Music was composed by Philippe Ledent at Think & Talk, sung by Esther Lybeert.