WARNING Product Placement ahead

Let us think a while back to the good old times when ads were only to be seen on billboards or in magazines and news papers. Well, that was yesterday nowadays ads for everything can be found anywhere. A development throughout the last couple of years that has caught my eyes is product placement in music videos. This kind of product placement has already been through quite an evolution from subtle brand name showing to nowadays holding the brand name right in the camera so that everybody is forced to look at it.

Some years ago it was mostly soda brands that took part in this kind of product placement as they had contracts with many singing celebrities, but I feel the fashion industry also did some catching up. And in order to catch up they must have thought “Why subtle, when you can just boldly hold the product right in the camera?!”

One of my favorite examples for that is probably the video to “live it up” by Jennifer Lopez featuring Pitbull.

Beside promoting a telephone brand right in the beginning La Lopez also gave Swarowski some airtime on her video. After holding her head with Swarowski sunglasses in the camera for everyone to see, she also showed the case of her sunglasses in the camera – my guess for people who might have missed the logo in the first place.

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But La Lopez wouldn’t be herself if she would have no more commercial deals in her back hand; and of course just seconds later she looks at her watch, witch the ICE watch logo easily to be spotted for everyone.

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Well I guess when considering that the record industry suffers from all the illegal music downloads it is understandable that they want to make some extra money on the side, but please does it have to be that boldly? Because dear fashion brands squeezing your name in a three minute music video together with 5 different brands is probably not the best way to point out the uniqueness of your brand!

By Maria Freundlieb

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