Hue Robertson

Brands have gone Gaga

Has anyone seen Lady Gaga and Beyonce’s new video ‘Telephone’? I’d be surprised if you hadn’t; it’s making huge headlines this week, including the Telegraph andan interesting blog from the Guardian. To be honest it’s pretty hard to miss, not only because Gaga puts to death all those hermaphrodite rumours.

The video has taken product placement to a ridiculous new level, and has caused a lot of uproar, especially across the marketing press and blogosphere.

You’ll see that as Gaga dances her way around a prison cell, she appears to be covered by more brands than she is clothes. Over the course of the 9 minute Gaga fest we‘re practically force fed the latest products from Virgin Mobile, Polaroid, Diet Coke, Miracle Whip, Wonder Bread, a Beats laptop, Chanel Sunglasses, and the most obscure – dating website ‘PlentyofFish.com’, surfed by a body-building prison guard.

I’d be interested to find out just how much effect this blatant placement has on the brands involved. Is this what advertising needs- to be in your face and up front, rather than sub-consciously influencing our decisions? Or is it treating consumers as that brainless, thatthey will buy whatever they tell us?

For me, I just can’t see how this is a long term strategy to engage consumers in a positive experience with the brand – with the power shifting ever more from brand to consumer, is this really the best approach to create loyal brand ambassadors?