"Hold it Against Me" Video Clip: Pure Product Placement or the Diva's Return?

If you haven't watched Britney's "Hold It Against Me" yet, you have probably missed the latest technological developments in video clips. Featuring extraordinary visual effects, spectacular dance and an astonishing Britney that calls to mind the innocent - before Federline - years, "Hold It Against Me" signifies the diva's return in the Pop arena. If, on the other hand, you are one of those who don't share the same enthusiasm, I can give you some credit for the obvious, almost blatant product placement used in this first video clip for Britney's forthcoming album "Femme Fetale." Although, she seems to have realized that fighting her own, bad self is the only way to gain her rightful place in the hearts of critics, Britney didn't mind making $500,000 from aggressive product placement in "Hold It Against Me" clip.

Tech-advanced clip

Colorful visual effects and neon lights for 4:29 minutes? Comets, fires, spatial scenery? "Hold It Against Me" features state-of-the-art technology. It is actually all technology. Britney surrounded by bank of microphones, while flashbulbs are popping. A lofty chamber sprinkled with a bank of TVs and monitors and Britney echoing the glamour of her old self on the peak of her career, takes center stage, standing innocent and fragile with her white gown, before the bass from TVs and monitors loops many of her old clips in the background. And then, strong and determined to kill her old self, she wrestles, she fights against her alter ego in a mythical battle and the sweet tac tac tac from her high heels on the floor calls to mind a high-tech video game in virtual reality. As the wrestle goes on, the slaps, the punches, the kicks, every little detail is so perfectly visible, so creatively pleasant. The white gown becomes colorful, while Britney swings in the dark anchored with her magnificent team of dancers. The grand finale approaches as the drum beat gives the military tempo and the trance music prepares us for something extraordinary. And it happens. The magnificent, spectacular finale happens.

There is little doubt that "Hold It Against Me" is by far Britney's most artistically sound clip ever. She had created fashion with "Baby One More Time" (1998) featuring school outfits and she has always been innovative, but with "Hold It Against Me" Britney exceeds herself and pushes the envelope far too high.

A Brand New Britney

"Hold It Against Me" clip features a brand new Britney, or if you prefer the old Pop diva. Britney has gone through Hell over the past years - often at her responsibility - paying the price of being so famous from such a young age. But, she is a great performer and an international superstar and regardless if one likes her or not, this is a fact of life: Britney had the guts to get herself together, recover and make a huge come back. I don't know if and how successful "Femme Fetale" will be, but I know what I see in "Hold It Against Me" clip.

Super sexy, in great shape and having lost a few pounds, Britney seems to have more energy than ever. Shinny, playful, she knows when to be innocent and when to be sexy, Britney presents herself in the center of an epic of images that portray her life in the most fascinating way. As for her dancing performance, what can I say? Madonna, Britney and Lady Gaga are well known for their dancing skills; only Britney puts her soul in it. And her male armada is exceptional.

So What About Product Placement?

Ok, now this is scandalous! In "Hold It Against Me" clip Britney promotes her own perfume "Radiance," "Make Up Forever" eye shadow and Plenty of Fish free online dating services. Besides, there are a lot of close-ups on the Sony logo on the collection of TVs that appear on the clip's background. For this product placement she made $500,000.

Is it scandalous? Britney has been an underdog for the last four years. She has been under the shadow of Lady Gaga, even Christina Aguilera, the big rival, and of course no one is to blame but her. Her personal issues, arguments with Federline of their children's custody, her rehab, her bare shaved head; there is a mystery surrounding Britney and as long as this mystery exists, people will think of her as an underdog. And the other thing is that Britney has always been compared to somebody else: Britney and Jessica Simpson, Britney and Madonna, Britney and Christina Aguilera, Britney and Lady Gaga, even Britney and Miley Cyrus (for God sakes!). Of course, product placement is aggravating, but do you maybe recall Lady Gaga's "Telephone" clip that featured Diet Coke, Polaroid, Virgin Mobile and Plenty of Fish, among others? All rappers feature Adidas and Nike Shoes. In almost any video clip there is an iPhone, an iPod, an iPad. Unfortunately (?) we live in the advertising age and ads pay the million dollars budget that these technologically advanced video clips cost. So what if Britney made $500,000? All these corporate giants made even more and still they don't show corporate social responsibility.

Conclusion

First of all, "Hold It Against Me" is a great song. The track has debuted #1 on the US Billboard 100, becoming a huge commercial success. Currently, it is #1 in the Billboard Dance/Club Play Songs, #6 in the Billboard Pop Songs and #9 in the Billboard Radio Songs. But, what gives the track massive credit is its video clip. "One picture, a thousand words" - and in the case of "Hold It Against Me" it's so true.

This technological advancement, that is actually a compilation of Britney's past life in present life, is a masterpiece of graphics and futuristic designs. Britney becomes the Pop diva her fans adored and stood beside all these years, believing in her and her power of will. Today, Britney seems ready to direct her energy toward more creative channels rather than becoming the cover of tabloids. And all this in an era that Lady Gaga supports "Don't Ask, Don't Tell" campaign, dresses like meat and features "Born This Way", while Christina Aguilera stars in "Burlesque" to trade off for using "Ain't No Other Man" without the consent of Dave Cortez & the Moon People who created the sample "Hippy Skippy Moon Strut" in 1968 and failing to sing the National Anthem at the Super Bowl 2011. Oh well: it takes too much to be a diva if you are not one already. But Britney doesn't really have to worry about that.
Sources:

http://www.billboard.com/news/grammys-2011-winners-list-1005032082.story#/song/britney-spears/hold-it-against-me/24612881

http://www.rollingstone.com/music/news/britney-spears-made-500-000-from-product-placement-in-hold-it-against-me-video-20110222

http://www.billboard.com/news/christina-aguilera-sued-over-ain-t-no-other-1005060872.story#/news/christina-aguilera-sued-over-ain-t-no-other-1005060872.story

http://www.huffingtonpost.com/2011/02/07/star-spangled-banner-lyrics-christina-aguilera_n_819458.html