Two pop babes on the hood, can they sell Mazda?


Mazda's 14-second appearance in Britney Spears' lesbian-lite pop video could be a defining moment in American advertising

Stefano Hatfield explores a new form of product placement and tie-in, as Madonna and Britney reinact that gay snog they shared on MTV sponsored by Mazda, in The Guardian Meanwhile, Céline Dion's "disaster" connection to Chrysler's new luxury wagon Pacifica is being touted as the new textbook case for how not to link a celebrity.

Mazda, whose irritating "zoom, zoom, zoom" jingle is enough to make the most catatonic American couch potato throw the zapper at their television screen, has hired Britney Spears and Madonna to put a little zoom into its RX-8 sports car's marketing at an estimated cost of $300,000.

In doing so it is capitalising on two of the American cultural trends of the moment: first, the coming together of the American entertainment and advertising industries to shift their respective products and, second, the current fad for all things gay - for here read lesbian.

Although dressed up as "Hollywood meets Madison Avenue" or advertiser-funded content creation, this so-called new new thing very often takes on the guise of something very old and familiar - product placement.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (3)

  • Robblink's picture

    To quote Missy Elliot:
    Girls, girls, get that cash
    If it's 9 to 5 or shakin' your ass
    Ain't no shame, ladies do your thang
    Just make sure you ahead of the game

    Here are some screenshots for Britney's latest video. Yeah, these are definitely product placements.

    Nov 28, 2003
  • Dabitch's picture

    just saw the video at - sadly there is product placement all over this vid...

    Nov 30, 2003
  • caffeinegoddess's picture

    Apparently the product placement in the video is what caused Mazda to want to put them in the ads. When they were trying to clear the video with Mazda, Mazda decided they'd like to make an ad out of it.

    Dec 03, 2003

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