How Plenty Of Fish Tapped Lady Gaga's Telephone

The most-talked about aspect of Lady Gaga's Jonas Akerlund-directed music video for "Telephone," which premiered last week, was not the nudity, girl-on-girl kissing or mass-murder sequence but rather the product placement.

At least nine different brands make appearances in the nine-minute music video including Vancouver's own Plentyoffish.com.

Apparently several of the brands were Lady Gaga's ideas and did not pay to be included in the video - the scene in where Lady Gaga curls her hair with Diet Coke cans was an homage to her mother, who used the same grooming technique in the '70s.

According to Advertising Age Magazine, Plentyoffish.com's appearance was the result of ongoing talks with Lady Gaga's marketing team at Universal Music to find the right project.

Plenty of Fish VP Kimberly Kaplan on Friday said the dating site got into the video through an ongoing partnership with Interscope Records. This just the second music-video integration for Plenty of Fish, which still does the bulk of its advertising online. She admitted the brand was "nervous" without creative input, but very pleased with the outcome. Plenty of Fish had seen a 15% increase in search by close of business Friday, but wasn't yet able to quantify an increase in traffic.

You can check out the Plentyoffish.com product placement at the 4:25 mark of the video below.