At 9:55 p.m. Thursday, MTV premiered Britney Spears' new video for her song, "Hold It against Me,” but what viewers didn't expect to see was an extended commerical for several product lines and brands.
Within the first minute and a half of the video, four products had already been featured promintently on the screen: Britney Spears' new Radiance fragrance, the Make Up For Ever line at Sephora, the dating site Plenty of Fish and, most notably, Sony (Stock Quote: SNE) televisions.
Not only are the products themselves featured, their brand names are flashed across the scene multiple times, and Spears even uses the products throughout the commercial – oops, we mean video.
Gina Pallozzi Rowley, the executive director of communications for Make Up For Ever, said the product placement in the video was an idea conceived by Britney Spears' team.
"When Britney’s team came to us with the opportunity to have our make up used by her artist on set of her new music video and included in the video, we were more than thrilled to be a part of it. Britney’s makeup looks in her music videos are always outstanding, and we’re happy to say she wears Make Up For Ever in her new video for 'Hold It Against Me.'"
Of course the brands that were featured would laud the product placement, but the Internet is abuzz with viewers who hate the blatant commercialization.
"Is it just me, or is Britney Spears' new video just 1 big commercial???" Twitter user fall4u13 said.
Another user tweeted, "What is it w/ the product commercial in the new Britney Spears clip?? If I want to see commercials I will watch the shopping channel."
And still more viewers condemned it: "Britney Spears' new commercial, er, uh, music video, is one of the worst things I've seen in a LONG time."
As for how the other advertisers feel about the video, requests for comments from Sony and Plenty of Fish were not returned. Still, we’re sure Britney was pleased to have the opportunity to promote her own fragrance in the video.
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