Politics

Gaga for Product Placement

By Anne Landman

Lady Gaga is raising eyebrows with her latest racy music video, Telephone, but this time it's not because of the overt sexuality, the wacky costumes or even the that fact that her co-star is Beyonce'. What's grabbing attention is the video's flagrant product placement. Gaga prominently displays at least ten different brands in the video, including Virgin Mobile (sponsor of her Monster Tour), Miracle Whip, Wonder Bread, Polaroid and Diet Coke. Of the many products shown, only a few brands paid to be included, according to Gaga's manager, Troy Carter. Wonder Bread's appearance was unpaid, but Miracle Whip paid to be featured, even though Gaga combines the two products to poison a whole diner full of patrons. Polaroid cameras appear as a result of Gaga signing a new deal as a creative director for the Polaroid company. She is charged with with reinvigorating the brand, which was killed off by the digital camera revolution (but is attempting a comeback). Gaga now reportedly has a financial interest in the company, and her own line of Polariod products is slated to come out later this year. After its release, the Telephone generated close to 4 million views on YouTube in under 24 hours. And get ready for more product placement in future Gaga videos: Telephone ends with the message, "To be continued."

Full post as published by PR Watch on March 23, 2010 (boomark / email).