It’s not quite the spot-the-product-placement game that Lady Gaga and Beyoncé’s “Telephone” video was, but if you watch the new video for Britney Spears’ “Hold it Against Me” and you’ll definitely spot more than one.
Not surprisingly, since Spears is signed to Sony Music, Sony products are prominent: There are numerous shots of Sony TVs and monitors (Spears looks into one as she browses online dating site Plenty Of Fish), and few up-close shots of the Sony logo that end up somewhere in the gray area between brand placement and subliminal advertising.
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The video also has close-ups of Make Up Forever brand of eye shadow (Aqua Cream #2, for those of you keeping score at home) and Spears’ Radiance brand of fragrance. And, as already mentioned, Plenty Of Fish is conspicuously seen in the video. According to a New York Times article, Plenty Of Fish paid for its placement in the video. The placement was arranged by the Kluger Agency, whose chief executive Adam Kluger told the Times to his knowledge Plenty of Fish is the only paid placement in the video.
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Of course, it should be noted that Spears is signed to Sony Music. It’s also notable that “Hold It Against Me” director Jonas Akerlund also directed the product-heavy video for Lady Gaga’s “Telephone,” which also featured Plenty Of Fish.