(“Heavy on the Mayo Please” — Kraft Placement)
Lady Gaga video has just been released her new video, “Telephone”, directed by Jonas Akerlund, and co-written by Gaga and Jonas. If you read this blog, you know that I like to reference branded content videos to illustrate the art of this new business model. This one, however, makes my stomach feel funny. Zero subtlety here. The brands sorta slap you in the face… back to back… and every time they do, I hear a little “ka-ching” in my mind.
The producers of this video are listed as House of Gaga, Serial Pictures, Streamline Records, R.A.F., and Chimney Pot — I’m sure all of them are laughing their way to the bank. The topic of branded integration is a delicate matter. Of course, this is my opinion only. To some this video is considered a big “win”. It depends what end of the spectrum you come from… subtle? or in your face? You decide.
Here is the bodycount of brands…
(Double-whammy: Diet Pepsi and Chanel)
(Diet Pepsi)
(Virgin Mobile, shot 1)
(Virgin Mobile, shot 2)
(Polaroid, shot 1)
(Polaroid, shot 2)
(Beats by Dr.Dre)
(Plenty of Fish Website… yes, it’s a real website)
(Polaroid, shot 3)
(Wonderbread)
(Gaga Laughing All the Way to the Bank, in her Pussy Wagon)
Is it me, or do you feel molested by too many brands? I will begrudingly admit, the usage of Diet Pepsi cans as hair rollers in a lesbian prison fantasy is kinda humorous.
To view the video for yourself, go to Telephone / Gaga to experience the visual assault.
Happy viewing.
Comments
How has she gone broke so many times when she is so clearly getting loads of money for subcutaneous advertising!
I’m also totally intrigued in this marketing vehicle. I think the video went a little OD with placements, but when it worked – it worked. I want to believe in the “artistic statement” but the bank statement might prevail.
AdAge talked to her manager about who got paid and who didn’t, thought you might be interested http://adage.com/madisonandvine/article?article_id=142794