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."