Jukka Brothers

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The Jukka Bros. are an image campaign commissioned by MTV in 1999 , consisting of the spots "Intro" / "Launch", "Sexy Dance", "Wrong Shoes" / "Red Shoes", "Fashion Check" and "Xmas Story" . The launch spot was broadcast for the first time on June 7, 1999. In 2000, the creators of the Jukka Brothers received the Golden Lion of the Cannes Lions International Advertising Festival .

background

The Jukka Brothers were the first advertising campaign MTV had launched since 1996. The agency Fallon McElligot , New York, was in charge of the creative process ; the idea was implemented by the Swedish filmmaker group Traktor , which at the time had concentrated on advertising and later also through music videos such as Where's Your Head At? by Basement Jaxx (2001), Baby's Got a Temper by The Prodigy and Die Another Day by Madonna (2002).

The clips were shot in Sweden, with three of the actors being Finnish and the fourth Swedish. Some employees of the Finnish consulate protested against the portrayal of their compatriots as primitive backwoodsmen, the person in charge at MTV then declared that it was not about Finns, but about any place as far away as possible.

concept

The Jukka Brothers were supposed to represent the role of the station as the "destination for followers of pop culture all over the world" according to the then marketing director of MTV. For this purpose, films were made that always followed a similar pattern: while three of the Jukka brothers, somewhere in the depths of the Finnish forests, watch MTV together in their hut and therefore know what is “cool”, the fourth, who lives alone, gets from it nothing with. He is punished for his lack of coolness (for example trousers that are too high, too little erotic dance style) by embossing the MTV logo on his butt with a template and a table tennis bat.

The films were rated as repulsive by parts of the public, for example in New York magazine . The person in charge of the agency Fallon McElligot described intrusiveness and memorability as the goal of his work.

literature

  • Dirk Krömer: Give me the rag! Finland is cool - MTV proves it with the Jukka Brothers , in: Süddeutsche Zeitung No. 185 of August 13, 1999, p. 21

Web links

swell

  1. Jim Rutenberg and Peter Bogdanovich for the New York Observer , June 28, 1999, 'Newman!' Have We Got a Sitcom Idea for You!  ( Page no longer available , search in web archivesInfo: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.@1@ 2Template: Dead Link / www.observer.com  
  2. in the original: The [...] campaign is a [...] way to assert MTV's role as the destination for pop culture-seekers everywhere (Allan Broce opposite NY Daily News, June 9, 1999, online here  ( page no longer available , search in web archivesInfo: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. )@1@ 2Template: Dead Link / www.nydailynews.com  
  3. Simon Dumenco for New York : Brand X: Plug Ugly
  4. David Walentas for New York : The 1999 New York Awards ; Quote: The ultimate goal, Barrett says, "is to be intrusive and memorable - in a relevant way."