Apparently the ’80s-tastic CGI of the Black Eyed Peas’ “Meet Me Halfway” video would have shocked me a lot less if I was a college football watcher; last night I caught the above clip-referencing during the Phillies-Dodgers telecast, and I was initially surprised by how fast the clip’s turnaround from “current cultural product” to “easily referenced bit of minutiae” was. (Other ads for the satellite-TV service have, you may recall, referenced curios much older, like Back To The Future and Star Trek.) But as it turns out, I was dumb for underestimating the Peas’ ability to quickly ride any cross-promotional wave!
According to people more eagle-eyed than I, the above commercial actually premiered before the video landed online Tuesday, airing during Saturday’s college-football slate. Somehow this takes the Peas’ ability to synergize, previously topped by their clip for the formerly inescapable “Boom Boom Pow”, to another level—at the very least, it certainly has potential to place the song’s singsong-y refrain into the national firmament even more firmly than the hora-referencing “I Gotta Feeling.” I shudder to think how Avon is going to exploit the happily exploitable Fergie for cross-promotion of their upcoming fragrance venture, which launches in August. Will it double as the launch event for The Dutchess II?
Black Eyed Peas “Meet Me Halfway” DirecTV [YouTube]
AVON FORGES PARTNERSHIP WITH MULTI-PLATINUM ARTIST FERGIE [PRNewswire]
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