Dura What? Dura Who?


Photo credit: Rap-up.com

Product integration is nothing new. For years, we’ve seen it in movies, television and of course, music videos. As integration has gotten more creative in recent years, there has been a fair share of criticism, praise and even satirical TV episodes about product integration sponsored by the brand they are satirizing. But I don’t recall a time when I’ve seen product integration in… a commercial?

Jay-Z has just become the (invested) face of Duracell’s new Powermat, designed to keep your smartphone charged at all times. “Never Be Powerless,” say the ads, which I’ve seen all over town on bus stops and subway cars. However, they just released a YouTube commercial, which has attracted a lot of attention in recent days (I saw it when a friend posted it on Facebook). The ad features a young professional guy living his ‘crazy busy life in NYC’ surrounded by people with phones on the brink of death. He finally finds himself at a club charging his phone with attractive friends and accidentally picks up Jay’s phone when B(eyoncé) is calling. Classic mix-up/”Never Be Powerless”/end scene.

But let’s take a look deeper into this production. The commercial for Jay-Z’s battery charging system features Jay-Z’s song “Run This Town” while a club scene happens at Jay-Z’s 40/40 Club and bartenders are serving bottles of Jay-Z’s (unofficial but official) champagne Armand de Brignac and then all of a sudden Jay-Z shows up? Holy crap… Did I miss anything?

Fortunately for the brand, most people probably aren’t as obsessed with Jay-Z as I… er… some of us and therefore won’t notice some of these minor details. But what an incredible brand Jay-Z has become, that he can seamlessly integrate five of his brands (including himself) into one commercial and it still doesn’t cover his basketball team, his beer, his car, his shoes

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Written by Peter McCutcheon
Peter McCutcheon

July 26th, 2012 at 10:04 pm

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