Lana Del Rey’s New Music Video Is Also A Jaguar Ad [Video]

Lana Del Rey’s New Music Video Is Also A Jaguar Ad [Video]

'Burning Desire' video blends advertising and creativity in this cross-promotional collaboration between singer and brand

Daniela Walker
  • 15 february 2013

Lana Del Rey has a new music video out to appease her fans eagerly waiting her sophomore effort. The trouble it isn’t really a music video per se, more like an extended commercial for the Jaguar F-type line.

Del Ray signed a six-figure contract with Jaguar last August to be the face of the new line of luxury cars. A month later, a commercial featuring her song Burning Desire was released. It is a typical car advertisement where the focus is solely on the vehicle, with the song is used in the background. This newly released video is over 3 minutes long and heavily features the singer. It has all the hallmarks of what we know to be a Lana Del Ray video: her singing sultrily, retro styling and a mash-up of vintage film reel. But it also has all the hallmarks of a classic car commercial: a red jag, speeding around a dangerous curve, shots of the speedometer and hands, in control, on the steering wheel.

So which is it? An ad or a video? It seems to be both, in a hybrid format that promotes both the car and the artist. While there is no mistake that it is sponsored by Jaguar (it was originally uploaded to their YouTube channel), it gives Del Ray’s fans a chance to see some new material. Whether they are appreciative of the fact that she has commercialized the song to such an extent, remains to be seen. There always seems to be a Lana Del Ray backlash going on somewhere in the world, and ‘Burning Desire’ may just add fuel to the fire.

See the music video and the original car ad below:

Jaguar // Lana Del Ray


Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology Yesterday

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children Yesterday

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines


Get PSFK's Related Report: Future of Automotive

See All
Travel Yesterday

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Tara Greer

Digital Strategy

Food Yesterday

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture Yesterday

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport Yesterday

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River


Future Of Retail 2017
Transformation Strategies For Customer-First Business

PSFK Op-Ed Yesterday

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated Yesterday

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Fashion Yesterday

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work Yesterday

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing Yesterday

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells


Future Of Work
Cultivating The Next Generation Of Leaders

Automotive Yesterday

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

Gaming & Play Yesterday

This Game Lets You Be A Pilot In The Drone Racing League

DRL Racing Simulator recreates actual courses in a virtual environment

Travel december 1, 2016

Hotel Chain Is Giving Away Its Not-So-Super Hotel Art At Art Basel

A lesson in how to advertise a kitschy-to-cool redesign in the middle of Miami Art Week

No search results found.