"Havin' dem Bitchezz"

“Look at this view”, “Good things come in threes”, “Don’t be jealous”. What’s the first thing that you think of when you hear these three phrases? Women. With no knowledge of the advertisement, one would automatically know that women are the basic premise of the ad just by looking at these quotes. Featuring Drake, Trey Songz, Pittbull and Rihanna, the advertisement promotes Kodak’s new camera the EasyShare. In Trey Songz’ ad he receives a picture of Drake in front of a sign saying “Drake Sold OUT” and responds with a picture of him on a balcony with a girl in the background. His catch phrase is “Look at this view”. The premise of the view is the background however, to the audience, the implication of the view is the woman. He then goes on to send the picture to Drake, Pittbull, Rihanna and Facebook. These ads are a series, with one celebrity for each commercial, four commercials in all. In the series, the competition of pictures trails on to Pittbull and Rihanna, who each submit a response, Pittbull’s being a picture of him with three girls and the caption “Good things come in threes” and Rihanna’s video being one of her surrounded by many women with the caption “Don’t be jealous”. In this series of commercials the viewer is exposed to many different kinds of success. It begins with Drake pronouncing his success with his sold-out concert but in order to one up him, Trey Songz flaunts his romantic evening with his partner. Pittbull does the same but instead of flaunting romance he flaunts numbers, numbers of women. Front row at fashion week, Rihanna tops them all with a video of her with many women, a lot more than three. All in all, with the premise of the camera being to easily share photographs and video footage with friends, the implication is that in this circle of successful idols the amount of women each celebrity is surrounded by defines their success. With Rihanna’s commercial, we found it interesting that she was included in a competition with men and in order to be included and beat the other men, she had to comply with their standard of success “havin' dem bitches.”

By Lara, Miles, Amelia, Phelix