Country Music Television
Jeff Foxworthy brings the funny.

Country Music Television approached us with one goal in mind: an onslaught of viewers for their 2005 CMT Music Awards. Utilizing a cross-media campaign of TV, radio and print together with spokesman and America's hottest blue-collar comedian, Jeff Foxworthy, we chose — like most things country-western — a very simple and straight-forward tack:

if you want people to tune in and vote, engage them with authenticity and humor. The 2005 version of the CMT Music Awards was more highly rated than any of its predecessors.