Sponsored music videos are a chance for brands to get cool again. Given that expensive-looking, high quality TV spots are a thing of the past (I've already cleared my inbox in preparation for the rebuttal emails from Thinkbox et al on that one) music videos offer brands the chance to associate with a successful music act and reach significant audiences over a prolonged period.
Essentially, a sponsored music video offers a highly visible product placement opportunity, but on a much faster turnaround than in films. We're still some months off watching 007 down a Heineken in the next outing of the Bond franchise, but when it comes to the three minute pop-promo, there's no shortage of high profile content available.
Here's our pick of the best...
OK GO: Needing/Getting, starring Chevy Sonic
Another brilliantly inventive clip from Ok Go, this premiered during the 2012 Super Bowl. It's also worth checking out the behind-the-scenes clip for this.
LMFAO: One Day, starring Tuborg
It all started as competition in the UK for budding directors to apply to make the new LMFAO video. The result is a predictably dopey ad for Tuborg which features some heavy handed product placement with an irritatingly catchy soundtrack. A guilty pleasure.
SWEDISH HOUSE MAFIA: Greyound, starring Absolut Vodka
This is definitely the most inventive of the group. Outlandish outfits and astonishing CGI make the union of vodka and electro-house a visual feast.
GORILLAZ: DoYaThing, starring Converse
The Gorillaz story might be blemished by tales of an acrimonious split, but this wonky electro track features the band's famous cartoon members elegently slumming it in Converse sneakers.
MARK RONSON & KATY B: Anywhere in the world, starring Coca-Cola
Okay, so this isn't exactly a music video, but it's the live performance of the official Coca Cola 2012 Olympics theme song for London games. Eagle-eared listeners will hear snatches of previous Coca Cola anthems from the World Cup. As branded songs go, this one is going to be huge.