World Bank Courts Generation X

Hardly an organization associated with being cool, the World Bank is reaching out to Generation X with a made-for-MTV video on hunger.

With its jump cuts and up-tempo music, the voiceless video is the latest example of how the often criticized international lending institution is changing to keep up with the times.

“This an opportunity for us to reach a young audience and raise their awareness of issues that we care about and think are important,” said bank spokesman Klas Bergman.

MTV is scheduled to broadcast the ad in the United States next Thursday, which is World Hunger Day, said Craig Hobbs of the bank’s video unit. He said ABC and Fox also will send the spot to their affiliates for possible use.