Okay, so it's not so cool to post stuff that has got tens of thousands of views. It's not a good thing.
But sometimes, exceptions have to be made, I spose. So I was out for a coffee and a chat with the lovely Jess from Contagious Magazine. She showed me this rather lovely - if surreal and perhaps tasteless - piece of work for Philips.
Lovely, I thought.
It was faintly reminiscent of other beautiful flatscreen TV spots - with Bravia the forerunner of course - who have gone all "big ad". Which made me think of watching the Toshiba campaign again. Following their TV relaunch of some time ago, they've come up with this, which is a lovely idea. Simple as that ...
Oh, and there is a making of too ...
Anyway, what was really odd about the Philips piece was that, so the story goes, they were approached by 50Cent who didn't have a lot of cash knocking around for his promo and they agreed that he could use the content, take a bit of a fee and basically product-place to fuck ...
Worrying world where ads look better than pop promos ...
Which kind of brings me to the promo below. Which has clocked up 21 million YT views at the time of writing. Iart can only be described as a placement-fest. From Ukrainian Vodka to Philippe Starck's Parrot to Alexander McQueen, Burberry trenches, even an HP laptop gets a look-in.
As uTalkMarketing puts it, the conversation that might have been had ...
“Hi I’m Lady Gaga. Now listen seriously, I’m wearing my ppppppoker face today. I’m shooting a super stylish vid for my new single which will be seen by millions. If you want to get some of that exposure too then pay me lots of cash money.”
But what it does point to is a renewed sense of unholy alliance between brands and bands. They need and want the cash - when was the last time that you saw a promo with quite the production values (or value) of GaGa's?
Meantime, brands are only too happy to be seen in the right places and to reach new audiences through new channels. It isn't new for sure, but it is reaching something of a new frenzy it feels.
But then maybe for the world of PR, this is the future ... the newspaper is dead, content on newspaper and broadcast websites is only likely to be seen and found by people who are already in the market for your product. If you want to be seen as credible and recommended by the opinion formers, get yourself a pop promo is perhaps the way forwards ...
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