August 20th, 2013

Avril Lavigne May Have Just Pulled Off the Greatest (and Worst) Product Placement of All Time

By Abe Sauer
Brand Channel

Music video product placement is a growing industry currently worth more than $20 million a year, and plenty of headlining stars have dabbled in the practice. Lady Gaga’s “Telephone” featured Coke, Virgin Mobile and Miracle Whip placements, while Jennifer Lopez, arguably the queen of PP, packed products into her videos for “On the Floor” and “I’m Into You.” There’s also her Fiat 500 spot. Ke$ha loaded up her hit “We R Who We R” while Britney Spears plugged a dating site—amongst other things—in “Hold It Against Me,” (of which many did). Eminem struggled to get brands into his “Space Bound” video but found a few takers while hip hop artists like 50 Cent and Juicy J have featured placements for porn sites. There has even been some occurences of unwanted product placement like that for RJ Reynolds and Gucci in Kreayshawn’s hit “Gucci Gucci.” But the new Avril Lavigne video takes the product placement cake—even though it only features one product. “Oh, my new Sony phone is ringing,” says Avril as she picks up her Sony Xperia—which is bobbing in a glass of water.

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