There's been an increasing amount of product placement in music videos recently, ranging from subtle to obnoxious and in your face. Swedish House Mafia, the Stockholm based DJ collective just decided to walk a fine line with this interesting music video. Lets just say that the concept of the music video was really well executed, featuring a futuristic greyhound race taking place in a desert.
The music is typical club fare, but the fact that the music video is littered with shots of Absolut Vodka bottles just felt a little forced and heavy handed. I know its a collab between the two, but where's the subtlety here? From the statements released those affiliated with this project, it looks like they couldn't be more excited about this genius, revolutionary piece of in your face product placement. Brace yourself for what the creative directors of this music video had to say about this piece of 'high art':
Hoj Jomehri: 'With everything we do on Absolut we have the pleasure of looking at things through an Absolut lens, like pushing the limits of what a greyhound dog race could be in an Absolut Place.'
Sue Anderson: 'The name Absolut Greyhound was so inspiring because greyhound just sounds so sexy and sleek and fast, and all of the associations you have with the dog seemed to inspire that whole world.'
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| Early concept art for Sue Anderson's sexy, hot robot dogs. |
I wasn't that put off by this music video until I dug a little deeper and realized how overthought and pretentious this concept was, rather than being a fun little collab. I'd also like to note that if you watch this directly on Youtube, you have to sit through an abridged version of this music video as an unskippable ad before watching the actual music video. Bottom line, lets just keep our advertising and music videos seperate, ok?
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