Does anyone still care about Lana Del Rey? I mean it has been a long time since I had heard of her, however she just dropped a new video,… and this time she is trying to sell you a Jaguar! ‘Burning Desire’ is your usual Lana Del Rey’s video, with vintage Hollywood, empty luxurious theater, sexy black and white scene fading in the background, and this tired image, half broken femme fatale, half bad girl, wearing ardent red lipstick I can’t afford to sell a car I definitively can’t afford. The music is all about this heavy breathing and deep sulky voice of hers, while Lana does her usual well-studied old Hollywood starlette, in a white silk dress in front of a red velvet curtain… How long can she go with this mannerism, I just wonder…
I guess the woman has understood she doesn’t have much future in the music business, so that’s why she has already sold out, collaborating with this huge sport car brand, Lana Del Rey acts as if she was a brand too…. And damn she takes herself seriously, just read her statement about the campaign:
‘Making art means making tough decisions. I do believe you create your own life path and that you will be rewarded for following your passions – and sticking to it. It's just good to know now, with people like Jaguar and working with them, that I'm not the only one out there with such strident, creative beliefs.’
Sure the 6-figure deal she got to sex-up the red car was certainly a tough decision! Still nothing compared to what Beyonce got for Pepsi or Rihanna for Nivea, but Lana should be okay.
On his side, Global Brand Director, Jaguar Adrian Hallmark, declared this about this new association:
‘Singer songwriter, Lana Del Rey will collaborate with Jaguar on the launch of the all-new F-TYPE, a two-seater sports car that is a vivid representation of the vitality of the Jaguar brand. The allure of Jaguar is in large part due to its duality – a unique blend of authenticity and modernity; two values that we believe are shared with Lana in her professional achievements.’
Authenticity and modernity? What cool-aid has he been drinking? The song isn’t even new, ‘Burning Desire’ was the iTunes bonus track from her 2012 EP ‘Paradise’.