Lady Gaga Video Has Lots of... Product Placement
From Miracle Whip to a dating site, which paid and which didn't
By Evann Gastaldo, Newser Staff
Posted Mar 15, 2010 9:48 AM CDT
Loading... Please wait

(Newser) – It made headlines for its salacious, possibly-banned-from-MTV content—but Lady Gaga’s “Telephone” video is also garnering attention for its remarkable number of product placements. “If Michael Jackson was making 'Thriller’” in this day and age, “he would do this, too. These million-dollar music videos have to have partners,” Gaga’s manager tells Advertising Age. Some placements were paid, but a surprising number weren’t—a rundown:

  • Wonder Bread: Unpaid. Used in a sequence showing Gaga poisoning diner customers, because Gaga wanted to contrast the poisoning with an all-American brand.

  • Miracle Whip: Paid. Used in the same scene—and for the same reason—as Wonder Bread; seems to be part of the spread’s new, edgier campaign.
  • Diet Coke: Unpaid. It was Gaga’s idea to curl her hair with Diet Coke cans in the video as an homage to her mother.
  • Virgin Mobile: The cell phone in the video is a nod to the company, a mobile sponsor of Gaga’s Monster Ball tour.
  • Polaroid: Camera and photo booth featured acknowledge Gaga’s role as Polaroid’s creative director.
  • Heartbeats headphones and Beats laptop: Unpaid. An extension of her partnerships with Interscope Music and Hewlett Packard.
  • Unclear. Possibly the weirdest deal of the bunch; result of the dating site's partnership with Interscope.

View 3 images
Next on Newser: Dotcom Web Domain Turns 25
More From Newser
My Take on This Story
To report an error on this story,
notify our editors.
Lady Gaga Video Has Lots of... Product Placement is...
Show results without voting
You Might Like
Showing 3 of 14 comments
Mar 17, 2010 6:37 AM CDT
I have taken screen shots of all the product placement in GaGa’s Telephone video. It is an orgy of product placement /
Mar 16, 2010 1:39 AM CDT
Internet killed the video star...just saw the video, not sure what I am feeling now...I think I need a shower. The product placement did'nt bother me so much, it was done in sort of a Natural Born Killer sort of way. I was not crazy about how Beyonce role was carried out.
Mar 15, 2010 7:30 PM CDT
They ran almost this exact same story when her Bad Romance video came out. This is her signature. She wants this stuff in there. Why can't she have it? And if you will all actually direct your attention to the article, these were Gaga's ideas. She's creative. You see this kind of stuff in books and music all the time. Using things everyone is familiar with is good symbolism. You aren't smarter than all the "sheep" or "sheeple" (Jesus Christ, help us). You just don't get it.