Gamekillers premieres tonight on MTV

Why am I blogging this? Maybe because Bartle Bogle Hegarty executive creative director Kevin Roddy judged The Denver 50. Which makes us BFF.

But there's another reason Gamekillers is worth talking about. It's an example of a big idea - the sort of idea that TD50 was designed to reward. It's more than just a three-spot campaign. It's an intricate web of sites and print and now a TV show that has inspired wikipedia entries and blog postings and buzz all over. Gamekillers is a good example of where advertising is in the year 2007. Oh, and it looks funny as hell, too.

This is where the backlash begins

The 2007 MTV Movie Awards made me feel ill.

Mike Myer's ironic plug for Pontiac? Gross. The is-it-an-award-or-an-ad segment for Orbit gum? Rude. And the Best Unreleased Movie award, which was nothing more than an excuse to roll trailers? Ick.

Two hours of product placement for brands that never seemed cool or relevant.

I want my MTV back.