• Brandweek, Wednesday, November 22, 2006 11:45 AM

VH1 has turned its logo red for 24 hours and occasionally adds a red wash over its content as a precursor to a media roadblock at 9 p.m. on Thanksgiving that will include a 90-second commercial explaining the concept of Red--Bono and Bobby Shriver's campaign for AIDS awareness--across several MTV properties.

The ad explains the Red mission, how it works to help buy and distribute anti-viral medications to AIDS victims in Africa, and urges consumers to "Choose Red." It features portraits of everyday people reciting a manifesto that appears on the Red Web site. "As first-world consumers, we have tremendous power," they say. "What we collectively choose to buy or not to buy can change the course of life and history on this planet."

The spot does not specifically mention Red's brand partners, such as American Express, Converse, Gap and Motorola, but informs viewers that they have a choice with Red credit cards, phones, shoes and fashion brands.

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