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Megan Thee Stallion – HISS

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Provocative in a variety of ways, the visually captivating music video for Megan Thee Stallion's new track HISS is a follow up to Cobra, which Bernardt also directed. 

A sultry cocktail of eggs, orbs and dream-like interiors, the eye-popping design and cinematography reflects the theme of symmetry – a key element that plays with notions of duality and persona through the depiction of Stallion’s alta ego Tina Snow. 

Bernardt consulted experts in Japanese pop culture and references cult animé film Perfect Blue, which explores the difference between persona and true self.

Social channels are rife with speculation that HISS is a spirited diss of a number of targets, including Nicki Minaj, with a lyric referencing the fellow rapper’s husband Kenneth Petty that has slightly broken the internet. 

Since its release last Friday, HISS has already amassed more than five million views on YouTube alone and is trending at #1.

For an in-depth look at objectification in ads and promos – including commentary on the recent Calvin Klein campaign debacle – look out for shots’ inaugural INSIGHT feature, The Big Question, which this time asks 'The naked truth; is adland still guilty of body objectification?'

Utilising our new treatment platform, this bi-monthly article will provide a visually-enhanced 360º analysis of a burning issue relating to the advertising industry.

If you'd like to contribute to any debates in The Big Question contact shots@extremereach.com

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