The prominent sender of this print advertisement is revealed to the beholder only at second glance. MTV, the global music channel, calls on its target group with a clear message: “Switch off illegal downloads. Switch on MTV.” The key visual shows a download bar in which the mass of people who make illegal copies put more and more pressure on the artists. The crushing crowd impressively symbolises how musicians and their music are suffering from illegal downloading. With this advertisement, MTV takes a stand especially for young musicians, whose existence depends on their income from the legal music business.