In March 2008, MTV declared Mariah Carey artist of the week. Mariah filmed several original performances and TV spots for MTV. Some of the commercials, written and directed by Evan Silver, also featured Mariah's dog JJ, voiced by Snoop Dogg. “The challenge was to show Mariah in a way our viewers haven't seen her before,” said art director Bruce Goldstein. “Being that she is known as one of the biggest divas in the world we created her a sidekick, her dog JJ, and made him a bigger diva than she ever could be. MTV's viewers ate it up and even created their own Mariah and JJ blogs, photo albums and shrines online.”
