Explosive Product Placement in JLo’s New Music Video


Man, that's what I call one big show-down.

Jennifer Lopez's new video "Papi"  has hit the the screens in what looks as massive display of brands of all types and sizes. But the main character is none other than automaker Fiat. It was not long ago we had heard the brand had enlisted and signed with Jennifer Lopez in order to promote products such as the 2012 Fiat 500 Cabrio. A 30 second version/trailer was launched prior to the music video and was featured on its website and Youtube channel.

"Jennifer fits perfectly with the brand not because of who she is but because of what she is — authentic, passionate, modern and a fighter determined to stand out from the rest," said Olivier Francois, Chrysler's CMO. Her deal is the latest of many partnerships artists commonly have with auto brands. For example, Chrysler also took on an endorsement by Eminem earlier this year with this appearance in its Super Bowl spot, which has been viewed more than 12 million times on Youtube.

However, it was not Fiat's presence in the video that caught my attention. Did any of you also notice how many brands made the cut?





Fiat (as previously mentioned)


Planet.com & Apple's Mac Book Pro




In cases like these I can't help but wonder... how much of product placement is too much? Is this endless parade of cameos make us feel we are having something shoved something down our throats? Does this attitude benefit or end up hurting the way people perceive us?

Of course it does serve as a slingshot for many to see what our product is capable of- I mean, it looks as though the Cabrio can withstand anything. Even a lusting stampede of men. So my guess is that it will be perfect for cities and daily traffic. Question is, how much of her persona will be transferred into the brand's positioning? Will she be able to revitalize it? Only time will tell... and sales of course. But so far, a gross number of 6 million people have seen the vid in only 3 days. Not bad at all. It got us all talking and writing about it, didn't it?



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