After Lady Gaga’s Telephone (reviewed here) and Rihanna’s Rude Boy (reviewed here) we can now see Christina Aguilera‘s attempt to shock, provoke, satisfy … her fans. Her new video for the song Not Myself Tonight is full of references to some well-known videos and also includes some product placement.
Comments on the video are very polarized – some fans like her music and styline, others plainly hate it. For example New York Post found 10 most blatant ripoffs in her video. According to their analysis she used scenes from Madonna’s Express Yourself, Human Nature and Like a Prayer, Lady Gaga’s Telephone, Britney Spears’ Circus and Slave 4 U …
Video includes three products that are highly visible – Carrera sunglasses, Nokia phone and two bottles of Christina Aguilera’s perfume.
I won’t go in much detail about the music and reviewing the video, because I’m not a fan of Aguilera’s music. If we check just the product placement I believe that we have a clear winner. In my opinion Carrera is doing very well to establish itself as one of the most hip brands at the moment. They included their sunglasses in Lady Gaga’s video for Bad Romace, Rihanna’s Rude Boy and now they supplied Christina Aguilera with their Endurance model.
Carrera stated that these fashion-forward sunglasses help define Christina’s latest chapter of her ever-evolving innovative style and cement her role as a hardcore fashion icon. Don’t you love those PR releases ;)
Apparently Carrera decided that promoting trendy sunglasses through music videos is the right move. For their models they’ve chosen Lady Gaga, Christina Aguilera, Rihanna, Alicia Keys, Jamie Foxx and Usher. In my opinion that is the right move (they’ve even used the same model of sunglasses in Bad Romace and Not Myself Tonight) and I’m curious what will be their next step. Another video maybe? If so, who will be their next model?
Hmmm, maybe an idea for Carrera: Kylie Minogue will release her next album on 5th July …