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Posted at 8:36 AM ET, 02/18/2011

Britney Spears debuts 'Hold It Against Me' video/infomercial

By Liz Kelly

In her latest video, Britney Spears arrives on earth -- an alien, we presume -- to spread the message of consumerism.

Music videos -- at their most basic level -- are ads. Ads for the artists featured therein. Spears, in her just-released video for her new single "Hold It Against Me," has taken that concept one step beyond self-promotion and into the realm of product placement. Is she the first performer to push product? No. Think of the effect Run DMC had on Adidas back in the early '80s. But she does seem to be breaking ground with undisguised, un-subtle in-video brand cameos.

Of course Brit's own perfume gets a money shot, but so does Make Up Forever (available at Sephora), dating site and Sony. All of whom, we imagine, defrayed the costs of making an over-the-top music video with lots of pyrotechnic effects.


The promotional vibe sort of overshadows the Britney vs. Britney "Matrix"-style battle, the Def Lepard-reminiscent font used at the beginning and end of the video and the Gaga-esque addition of a pack of expressionless minions and IV tubes attached to BritBrit's fingers.

I would write more, but suddenly feel the need to put on some Make Up Forever and dash out to buy a Sony flat screen TV.

By Liz Kelly  | February 18, 2011; 8:36 AM ET
Categories:  Britney Spears, Celebrities, Music  | Tags:  Britney Spears  
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I wanted to like Spears' work the way one hopes that Lindsay will be a break in her film career, but Brittany might be over. Will Britney try to take on Lady Gaga? Will industry magazines try to spin her new album or let Lady Gaga shin? She will take Christina with her. Spears can't break back into the recording industry during a recession with Lady Gaga creating amazing music with her promotion team. Did you see her recent interview. Lady Gaga is focused on the fans. Like her terrible video, Brittany Spears is focused on NOTHING. So why should her fans pay her homage?

Thomas Chi

Posted by: ThomasChi | February 20, 2011 12:27 AM | Report abuse

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