Cummins & Partners created latest Sia music clip as branded content for Heidi Klum lingerie

This is where it’s at! Cummins gets it. So much ‘content’ floating about that I would NEVER watch whether it was branded or not!

This is brilliant. Beautifully executed. Love the song. Sexy as hell.

Well done Sean.

Best thing eva

top stuff

everything about this is genius.

Not on board with this at all. Sure people will watch it to see a lingerie romp, but the execution is obvious and the storyline (although short) isn’t clever at all. Since when is blatantly scanning over the product label ‘subtle’

Sorry, but I reckon this was a long way from smart. Nice song from Sia, but Cummins can’t take credit for that.

Got to hand it to him.

9 million views and only “some people worked out it was an ad for a lingerie brand”. How many of the “some” then went on to buy Bendon?

Product placement in a video clip is not new nor innovative. Its been happening for years.

Right. Now things are getting exciting.
“Uber is the world’s biggest taxi company and doesn’t own a single taxi;
AirBnB the largest hotel chain without a single hotel room;
while Facebook is the largest media company and doesn’t employ a journalist.”

And now we’ve got an advertising agency not producing content (if I’ve read this article correctly they brokered the deal to fund the production of the video)

Seriously exciting. I hope everyone take a lesson from this. I’m off to buy some pants and bras…

well done

yep well done sean

I think he’s got it right with the 80/20 rule. I wonder if the client would’ve been happy about the lack of logo if they hadn’t had a history in high fashion?

This is not new and it is not that good. Nice for Sia and Heidy Klum to do a piece together, the brand will not benefit.

JAG did this with Ruby Rose and the Blondie song a couple of years ago.

If it’s an Aussie a deal as you can get, why is New York credited?

Not a new idea, but the way Sean puts the PR spin on it is brilliant.

It’s the art director! She’s the star!

As Sia videos go, it’s not great. I’m guessing most of those 9 millions tuned in to see if it was another ‘Chandelier’, which it isn’t. Cannes? VMA? I wouldn’t be clearing out the trophy cabinet just yet.

I read the comments here. And I have to say we should actually enjoy the piece for what it is.
The Ruby Rose vid got circa 40k views… this one has clocked 9 million.
It is clear the agency came up with a nice idea.
And I quite like the way Sean explained the process. And he seems quite humble about it. I think all concerned should be really proud.

A creative agency thinking like a media agency is powerful.

Also ideas don’t need to be new to be good – just right.

The real winner of this is Pedro Pascal…

Ummm so this has been happening online for a long time. Brand funded video clips. I love Sean, but this shows a complete unawareness of what is actually going on in the branded content space. Heck, there are even agencies that only do this sort of thing. What is new???

@50s style. I lover Sean too.
I don’t think he is unaware.
He was simply chatting about his approach to this task. Not claiming it was pioneering.
I love how people always pile on to cummins&partners. Everything they do gets so many comments. And this time theyve got mine

Two top female ‘brand’ names coming together. Small budget, big idea – massive pr – Win win.

How is this any different to a Nokia phone in a Black Eyed Peas video?

Prefer Maddie to Heidi…bit disappointed in Sia

I was really excited about this when I first heard about it – but it looks like a country music video clip.

The story is like ‘so what’ and the execution is lacklustre.