From a press release issued by Ducati North America:

DUCATI STARS IN THE NEW BRITNEY SPEARS VIDEO

February 2004 – Ducati has landed another leading role in the world of film. After its incredibly successful appearance in the film ‘Matrix: Reloaded’, a Ducati Superbike is now starring in the latest video by Britney Spears, the American pop sensation.

The video for ‘Toxic’, Britney’s latest hit, features the singer on a Ducati 999 Superbike, ridden by Tyson Beckford, one of the world’s top male models and the face of many advertising campaigns for Ralph Lauren’s Polo collection.

Launched in July 2002, the 999 is the most advanced and high-performing machine ever built by Ducati. In 2003, Neil Hodgson gave Ducati its twelfth Constructors Title in the World Superbike Championship aboard the 999.

The 999 is the perfect combination of tradition and innovation. While respecting Ducati’s sporting and technical traditions, the 999 has rapidly become the reference machine for the next decade of innovative sport motorcycles.

Britney’s video clip has been presented in Italy, and will also be the subject of MTV’s ‘Making the Video’, a backstage look at what happens behind the scenes of famous music video productions.



And, now, some reader reaction:

FIRST PERSON/OPINION

Via e-mail

I’m sad to say I’ve seen the video in question, and I’m surprised that Ducati North America is actually announcing this… I’d think they’d be trying to deny it. This video does for motorcycling what “Gigli” did for J-Lo.

I know it’s just a music video and we’re not supposed to take it seriously, but how is seeing a pop tart like Spears and a male model ‘riding’ without helmets or other gear positive publicity for the Ducati brand? There’s no such thing as bad publicity, so we’re told; I’m just surprised that a company of Ducati’s stature and reputation has decided to buy into that view.

The song is instantly forgettable (to be kind), the special effects are over-utilized and the use of the 999 is as a mere fashion accessory, at best. Again, why Ducati is promoting the association with Britney Spears’ video, instead of distancing itself from it, is beyond me.

Mel Gantly
WMRC #735
Victoria, British Columbia, Canada