Lil Nas X might be the most marketing-savvy pop star we’ve ever seen. His latest music video, which features condom brand Durex, is a testament to that.
Lil Nas X is the king of stunts, from Nike X Satan shoes to declaring he was ‘pregnant’ with his debut album. His new music video for his pop ballad banger, That’s What I Want, is no exception. The music video is a gay love anthem that doubles as an advertisement for the condom brand.
The plot of the cinematic music video follows two football players and lovers, who are also star-crossed. It’s very Brokeback Mountain X Varsity Blues.
The sexual tension is palpable, and during a close-up shot at the climax of the video, Lil Nas X is shown using his diamond-encrusted teeth to sexily rip open a Durex condom packet. It is equal parts camp and provocative, and arguably, Durex couldn’t have dreamed up a better advertisement for their brand.
It’s also important to give the singer kudos for taking a moment to promote safe sex. It’s rare a Hollywood sex scene, includes protection.
Of course, product placement isn’t new in pop stars music videos, from Nike in Drake’s Headlines, music video to Calvin Klein in Justin Bieber’s What Do You Mean? But, I think it is fair to say that no one is doing it better and creating more buzz than Lil Nas X.
— Lil Nas X Vietnam (@lilnasx_vnfan) September 17, 2021
not the durex ad placement😭😭 pic.twitter.com/J0MkamEpTn
— chan (@okwhychandler) September 17, 2021
— joey (@ledgerhaal) September 17, 2021
Lil Nas X has become the kind of artist, much like Madonna. Where you actually don’t know what he is going to do next, keeping fans and brands guessing.
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