Timbaland And Ms. Jade Hook Up With GM

Producer Timbaland and Ms. Jade inked a deal

with General Motors to make a video for "Ching Ching Ching," that

features the new Hummer H2. The full length video was shot and then edited down

to 30 and 60 second spots, which hit televisions across the nation this week.

The deal comes during an advertising slump and

shows how advertisers are seeking ways to reach their audience using product

placement. Industry analysts have long said that these types of deals blur the

lines between content and commerce.

"The idea is not just putting a truck in

a video, but coming up with this link to all different points of interest in

one piece of communication," Lance Jensen, partner and creative director

at Modernista! told Adweek. Modernista!, Interscope and General Motors have

funded the venture.

Liz Vanzura, advertising director at Hummer,

said "[This is] one of the next trends in marketing--a natural extension

of what we've been seeing. Marketers are always looking for innovative ways

to expand the brand message."