MTV is at last acknowledging that the only people who still watch their station are pallid, sad hermits. Thus, their newest project: MTV Switch.

According to its Web site, "Switch is MTV Networks International's Global Climate Change Campaign. We'll be looking for the best ideas and innovations that can help us reinvent how we live in ways that are cool for us and the planet." Neato! What a hip and helpful way to continue pummeling the MTV brand into unsuspecting children's minds.

Judging by one of the Switch campaign's first ads, "Mud," MTV thinks the best way to promote getting outside and doing "cool" stuff for the planet is by playing to young mens' most base desires: big, wet breasts on stranded women. How cool and innovative, guys.

Mud after the jump.

[via Adfreak]