SEAN JOHN UNFORGIVABLE WOMAN | TV AND INTERNET CAMPAIGN

EDITING

Sean Combs needed to get a lot of buzz for a new perfume launch - though he didn’t have a large budget to do it. Instead of filming a commercial, he captured behinds the scenes footage of the the still campaign photoshoot, and used this as footage to create the ad.

He then planned to cut it together to get banned from MTV where they had bought low cost airtime. If MTV banned it, he’d get extra airtime and buzz on the entertainment news, plus clips of the ad shown.

The first difficult part was cutting this so it looked sexy, or explicit. It was all just behind the scenes of a still photoshoot, with some small additions. The second was that Combs likes starting work at midnight.

Still — we managed cut it to convince MTV that it was too sexually explicit. We got banned, the perfume got the extra buzz with more publicity on other channels, and Mr Combs was happy.