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MTV - Art of Living with AIDS: Jose Cortes

Company: Viacom
    View Company Scorecard | Contact Company
Brand: MTV
Ad Title: Art of Living with AIDS: Jose Cortes
Business Category: Public Service Announcements
Media Outlets: Television
Country: United States
Region: North America
Agency: MTV in-house
Year: 1996
Target: Mainstream
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In one of a number of examples of how supportive MTV is, this is an installation in a series called "The Art of Living With AIDS" around Day Without Art -- an annual Dec. 1 memorial to artists who've died of AIDS.

This documentary-style ad focuses on a living Hispanic artist, Jose Luis Cortes, who has been living with HIV since 1990. He says, "I've painted portraits for two years, that's all I was doing. But then I got the sense of here I am, I'm still alive. Maybe just to leave just some of me in case, you know, I wasn't going to be here. Everybody has to deal with mortality and the fear of dying. In a way it's universal, creating art. I think it changes your perspective."

MTV has set the gold standard among all advertisers for the most ads that refer to the community, more than 17 since 1996, in addition to carrying numerous gay ads from other companies and running its own supportive gay-inclusive programming.

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