Gas-guzzling auto show “Pimp My Ride” is getting a green makeover as part of MTV’s global push to persuade viewers to do their bit to slow global warming.
Viacom-owned MTV unveiled on Wednesday its latest public service onslaught, which aims to provide a green role model for the youth market.
MTV Switch hopes to persuade the world’s youth to cut their carbon emissions to help save the planet — and “Pimp My Ride” will do its bit by giving a ’65 Chevy Impala an 800 horsepower engine that will run on biodiesel.
The campaign, backed by celebrities including Enrique Iglesias, Shaggy and Rufus Wainwright, hopes to reach a potential audience of 1.5 billion people.
Initiative will bow Thursday on 55 MTV channels in 162 countries plus 44 online and 16 mobile offerings.
“We are facing a tipping point on climate change and we need to act now,” said MTV Networks topper Bill Roedy. “The MTV Switch campaign seeks to empower our viewers to make simple behavioral changes to have a profound impact on conserving energy.
“The statistics are staggering. If less than 1% of our total potential viewing audience — roughly 1 million people — switches to three energy efficient light bulbs, this would be equivalent to taking 100,000 cars off the road.”
MTV Switch will promote environmentally-friendly lifestyle choices via public service announcements, TV programs and online activities.
Ad agency 180 Los Angeles has created promos for MTV Switch. They feature two characters — one depicting Planet Earth — illustrating lifestyle changes people could make to slow down climate change, such as using air conditioning and aerosols less.