Last night saw the world premiere of the new Lady Gaga music video, "Telephone". In case you missed it, the 9 1/2 minute long video, featuring Beyonce, is a fantastic, racy mishmash of Thelma & Louise and Tarantino with a shout-out to MJ and some seriously tongue-in-cheek product placement. Our new Miracle Whip packaging has a great role in the second half as Gaga's choice of sandwich spread paired with Wonderbread and a gaggle of male gogo dancers. The brand's business objective is to build a strong following among 18 - 35 year olds and our challenge was to portray this sense of fun with a bit of attitude in an iconic/category-breaking design. Not sure if the brand managers a year ago envisaged their quirky MW making its new packaging launch via lesbian prison scenes and murderous pop stars but we love our client's guts for going BIG.
PS. It's also worth noting her rather classy Diet Coke rollers, a touch of prison chic.
